Author(s): Balram Rao, Jayati Chhangani, Pragnesh Navlakha, Chacko Jose P, Nikita Maheshwari, Amitabh Avinash, Roshni Paliwal, Mohammed Zeeshan Khan and Mohammed Usman
Marketing analytics has become a central tool for managerial decision-making, enabling organizations to transform large volumes of data into actionable insights. This article reviews the evolution of analytics in management practice, tracing its progression from descriptive reporting to predictive and prescriptive models that support strategic choices. Drawing on recent advances in customer relationship management, pricing optimization, promotion planning, and supply chain coordination, the paper highlights how analytics creates value across multiple business domains. At the same time, significant challenges persist, including data quality, integration, interpretability of advanced models, and ethical concerns related to privacy and bias. By synthesizing current literature, this review identifies both the opportunities and limitations of data-driven decision-making. It also outlines future directions, emphasizing the role of artificial intelligence, real-time analytics, and human–AI collaboration in shaping next-generation marketing practices. The study contributes to the understanding of how organizations can responsibly and effectively embed analytics into strategic management for sustained competitive advantage.