MARKETING ANALYTICS AND THEIR PROFESSIONAL AND ACADEMIC CONSEQUENCES

The purpose of this essay was to reflect on the epistemological and practical impacts that the development of Data Science brought to the marketing area, focusing on the discussion around the concept of marketing analytics. We defend the position that marketing analytics stems from an interdisciplinary dialogue between marketing and Data Science with impacts on marketing management practice. We also understand that, in epistemological terms, abductive logic underlies marketing analytics. Thus, this aspect, with epistemological and operational precepts different from the conventional, also has the potential to revolutionize the academic universe, and consequently, the thought and practice of marketing research, pointing to new opportunities for knowledge construction based on intensive data and more flexible methods.