formerly: GfK Marketing Intelligence Review

NIM Marketing Intelligence Review

NIM Market. Intellig. Rev.

<abstract>
<title style='display:none'>Abstract</title>
Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into real insights will be a critical success factor in the future. The biggest challenge for data science applications in marketing is that many marketing people studied marketing because they no longer wanted to do mathematics. A good marketing campaign will still have to be creative, touch emotions and build a brand, but more and more marketing managers will also need technical and analytical skills. It will more than ever be necessary to determine real causal effects to pull the right levers. Consumer insights have always been considered a major driver for growth, but in the digital world, successful growth can also come from improved technical and analytical implementation and skillful application of new tools and methods.
</abstract>

Abstract

Chair of Electronic Commerce, Faculty of Business and Economics, Goethe-University, Frankfurt am Main,

Keywords

<article-title>Data, Data and Even More Data: Harvesting Insights From the Data Jungle</article-title>

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

{"article-title":"Data, Data and Even More Data: Harvesting Insights From the Data Jungle"}

NIM Marketing Intelligence Review is covered by the following services: <UL> <LI>Baidu Scholar </LI> <LI>Cabell's Journalytics </LI> <LI>CNKI Scholar (China National Knowledge Infrastructure) </LI> <LI>CNPIEC - cnpLINKer </LI> <LI>Dimensions </LI> <LI>DOAJ (Directory of Open Access Journals) </LI> <LI>EBSCO </LI> <LI>EconBiz </LI> <LI>ECONIS </LI> <LI>ExLibris </LI> <LI>Google Scholar </LI> <LI>IBR (International Bibliography of Reviews of Scholarly Literature in the Humanities and Social Sciences) </LI> <LI>IBZ (International Bibliography of Periodical Literature in the Humanities and Social Sciences) </LI> <LI>J-Gate </LI> <LI>JournalGuide </LI> <LI>JournalTOCs </LI> <LI>KESLI-NDSL (Korean National Discovery for Science Leaders) </LI> <LI>MyScienceWork </LI> <LI>Naver Academic </LI> <LI>Naviga (Softweco) </LI> <LI>ProQuest </LI> <LI>QOAM (Quality Open Access Market) </LI> <LI>ReadCube </LI> <LI>Research Papers in Economics (RePEc) </LI> <LI>SCILIT </LI> <LI>Semantic Scholar </LI> <LI>TDNet </LI> <LI>Ulrich's Periodicals Directory/ulrichsweb </LI> <LI>WanFang Data </LI> <LI>WorldCat (OCLC) </LI> <LI>X-MOL </LI></UL>

NIM Marketing Intelligence Review ist in den folgenden Services indiziert: <UL> <LI>Baidu Scholar </LI> <LI>Cabell's Journalytics </LI> <LI>CNKI Scholar (China National Knowledge Infrastructure) </LI> <LI>CNPIEC - cnpLINKer </LI> <LI>Dimensions </LI> <LI>DOAJ (Directory of Open Access Journals) </LI> <LI>EBSCO </LI> <LI>EconBiz </LI> <LI>ECONIS </LI> <LI>ExLibris </LI> <LI>Google Scholar </LI> <LI>IBR (International Bibliography of Reviews of Scholarly Literature in the Humanities and Social Sciences) </LI> <LI>IBZ (International Bibliography of Periodical Literature in the Humanities and Social Sciences) </LI> <LI>J-Gate </LI> <LI>JournalGuide </LI> <LI>JournalTOCs </LI> <LI>KESLI-NDSL (Korean National Discovery for Science Leaders) </LI> <LI>MyScienceWork </LI> <LI>Naver Academic </LI> <LI>Naviga (Softweco) </LI> <LI>ProQuest </LI> <LI>QOAM (Quality Open Access Market) </LI> <LI>ReadCube </LI> <LI>Research Papers in Economics (RePEc) </LI> <LI>SCILIT </LI> <LI>Semantic Scholar </LI> <LI>TDNet </LI> <LI>Ulrich's Periodicals Directory/ulrichsweb </LI> <LI>WanFang Data </LI> <LI>WorldCat (OCLC) </LI> <LI>X-MOL </LI></UL>

<DIV align=left> The NIM Marketing Intelligence Review (NIM MIR) is a leading global journal for marketing decision makers. It offers marketing knowledge from well-known academic think tanks all over the world, and focuses on all aspects of marketing intelligence, e.g. new strategies based on academic and empirical market analyses, new models and methods enabling more effective marketing decision making, and state-of-the-art articles on current fields of marketing research. Readers will be informed about important developments in marketing theory, marketing methodology and marketing strategies. Volumes 1 to 10 were published under the name GfK Marketing Intelligence Review (GFK MIR). The first issue was published in June 2009. The NIM MIR delivers relevant insights from academic research, using practical and accessible rather than academic language, supported by professional journalists who "translate" academic papers. We publish papers that contribute new and often fascinating knowledge, for instance about customer behavior, brand or pricing strategies, data analysis or decision making techniques. All papers are intensively reviewed from an academic as well as a practical perspective. Our mission is to present high-quality articles by top authors whose work has appeared in leading academic marketing journals, thereby allowing readers to follow the progress of marketing science. The NIM MIR is aiming to achieve a high level of acceptance and an excellent reputation among upscale target groups within marketing management, and among marketing instructors looking for interesting applications of the latest marketing concepts and methods. Readers of the NIM MIR have their fingers right on the pulse of marketing science The NIM Marketing Intelligence Review is published by the <A href="http://www.nim.org/">Nuremberg Institute for Market Decisions</A> (Nürnberg Institut für Marktentscheidungen e.V., formerly the GfK Verein e.V.), which has long-held academic ties with the University of Nuremberg, Germany. The NIM has repositioned itself as an interdisciplinary, non-commercial institute for researching market decision. The NIM remains majority shareholder of the Nuremberg based market research company GfK. The MIR is managed by a team of managers and marketing scholars from universities all over the world (See editorial board). Each issue has a special topic and is edited by a leading researcher in the respective field. It is published biannually in May and October of each year. Archiving Sciendo archives the contents of this journal in <A href="https://www.portico.org/">Portico</A> - digital long-term preservation service of scholarly books, journals and collections. Plagiarism Policy The editorial board is participating in a growing community of <A href="https://www.crossref.org/services/similarity-check/">Similarity Check System's</A> users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process. </DIV>

NIM Nuremberg Institute for Market Decisions Managing Editor and contact Christine Kittinger-Rosanelli　 <a href="mailto:Christine.Kittinger@nim.org">Christine.Kittinger@nim.org</a> <a href="http://www.nim.org">www.nim.org</a> Editorial Advisory Board NIM Marketing Intelligence Review Susan Fournier Allen Questrom Professor and Dean, Questrom School of Business, Boston University, USA, <a href="https://www.bu.edu/questrom/profile/susan-fournier/">https://www.bu.edu/questrom/profile/susan-fournier/</a> Giana Eckhardt Professor of Marketing, King´s College London, England, <a href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</a> Nicole Koschate-Fischer Professor of Marketing, University of Erlangen-Nuremberg, Germany, <a href="https://www.marketing-intelligence.rw.fau.de/team/lehrstuhlinhaberin-2/">https://www.marketing-intelligence.rw.fau.de/team/lehrstuhlinhaberin-2/</a> Srinivas Reddy Visiting Professor of Marketing, Centre for Marketing Leadership, Kellogg School of Northwestern University <a href="https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx">https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx</a> <a href="http://www.smu.edu.sg">www.smu.edu.sg</a> Werner Reinartz Professor of Marketing and Retailing, University of Cologne, Germany, <a href="https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd">https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd</a> Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <a href="https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html">https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html</a> Caroline Wiertz Professor of Marketing, Cass Business School, London, England, <a href="http://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</a> Anja Dieckmann Professor of Business Psychology, Aalen University, Germany, <a href="https://www.hs-aalen.de/en/users/21741">https://www.hs-aalen.de/en/users/21741</a> Andreas Neus Managing Director and Vice President, NIM Nuremberg Institute for Market Decisions, Germany, <a href="https://www.nim.org/ueber-uns/team/dr-andreas-neus">https://www.nim.org/ueber-uns/team/dr-andreas-neus</a> Guest Editors Each issue is edited by a guest editor and renowned researcher on the topic of the issue. Jella Pfeiffer Professor of Digitalization, E-Business and Operations Management Justus-Liebig-Universität Gießen, Germany <a href="https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en">https://www.uni-giessen.de/en/faculties/f02/faculty/professorships/business/digitalization-e-business-and-operations-management/team/prof-dr-jella-pfeiffer_eng?set_language=en</a> (Vol. 15 No.2, 2023 – forthcoming) Koen Pauwels Distinguished Professor of Marketing and Co-Founder of the DATA Initiative D’Amore-McKim School of Business at Northeastern University, Boston, MA, USA <a href="https://damore-mckim.northeastern.edu/people/koen-pauwels/">https://damore-mckim.northeastern.edu/people/koen-pauwels/</a> (Vol. 15 No 1, 2023 and Vol. 7 No. 1, 2015) David J. Reibstein William S. Woodside Professor and Professor of Marketing The Wharton School, University of Pennsylvania, Philadelphia, PA, USA <a href="https://marketing.wharton.upenn.edu/profile/reibstei/">https://marketing.wharton.upenn.edu/profile/reibstei/</a> (Vol. 15 No 1, 2023) Bernd Skiera Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany, <a href="https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html">https://www.marketing.uni-frankfurt.de/de/professoren/skiera/prof-dr-bernd-skiera.html</a> (Vol. 14 No. 2, 2022) Daiane Scaraboto Professor of Marketing, The University of Melbourne, Australia　 <a href="https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au">https://www.linkedin.com/in/daiane-scaraboto-b2651214/?originalSubdomain=au</a> (Vol. 14 No.1, May 2022) Daniel Korschun Professor of Marketing, LeBow College of Business, Drexel University, Philadelphia, USA <a href="https://www.lebow.drexel.edu/people/danielkorschun">https://www.lebow.drexel.edu/people/danielkorschun</a> (Vol. 13 No.2, November 2021) Caroline Wiertz Professor of Marketing, Cass Business School, City, University of London, England <a href="http://www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz">www.cass.city.ac.uk/faculties-and-research/experts/caroline-wiertz</a> (Vol. 13 No.1, May 2021) Giana Eckhardt Professor of Marketing, King´s College London, England, <a href="https://www.kcl.ac.uk/people/giana-m-eckhardt">https://www.kcl.ac.uk/people/giana-m-eckhardt</a> (Vol. 12 No.2, November 2020) Kurt Matzler Professor of Strategic Management, University of Innsbruck, Austria <a href="http://www.uibk.ac.at/smt/strategic-management/team/matzler.html.de">www.uibk.ac.at/smt/strategic-management/team/matzler.html.de</a> (Vol. 12 No.1, May 2020) Christian Hildebrand, Professor of Marketing Analytics and Director of the Institute of Behavioral Science and Technology (IBT), University of St. Gallen, Switzerland <a href="https://www.ibt.unisg.ch/team/christian-hildebrand/">https://www.ibt.unisg.ch/team/christian-hildebrand/</a> (Vol. 11 No.2, November 2019) Werner Reinartz, University of Cologne, Germany <a href="https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd">https://wiso.uni-koeln.de/de/forschung/find-an-expert/experts/prof-werner-reinartz-phd</a> (Vol. 9 No.1, 2017 and Vol. 11 No. 1, 2019) Donna Hoffman and Tom Novak, George Washington University, Washington, USA <a href="https://postsocial.gwu.edu/faculty/">https://postsocial.gwu.edu/faculty/</a> (Vol. 10 No. 2, 2018) Susan Fournier and Shuba Srinivasan, Questrom School of Business, Boston University, USA <a href="http://www.bu.edu/questrom/profile/susan-fournier/">www.bu.edu/questrom/profile/susan-fournier/</a> questromapps.bu.edu/mgmt_new/profiles/SrinivasanShuba.html (Vol. 10 No.1, 2018) Andrew Stephen, Said Business School at Oxford University, England <a href="http://www.sbs.ox.ac.uk/community/people/andrew-stephen">www.sbs.ox.ac.uk/community/people/andrew-stephen</a> (Vol. 9 No.2, 2017) Srinivas Reddy, Visiting Professor of Marketing, Centre for Marketing Leadership, Kellogg School of Northwestern University, Evanston, USA <a href="https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx">https://www.kellogg.northwestern.edu/faculty/directory/srinivas_reddy.aspx</a> <a href="http://www.smu.edu.sg">www.smu.edu.sg</a> (Vol. 9 No.1, 2017) Bernd Skiera, Professor of Electronic Commerce, Goethe-University, Frankfurt am Main, Germany <a href="http://www.ecommerce.wiwi.uni-frankfurt.de">www.ecommerce.wiwi.uni-frankfurt.de</a> (Vol. 8 No. 2, 2016) CB Bhattacharya, Zoffer Chair of Sustainability and Ethics, University of Pittsburgh, PA, USA <a href="https://business.pitt.edu/professors/cb-bhattacharya/">https://business.pitt.edu/professors/cb-bhattacharya/</a> (Vol. 8 No. 1, 2016) Jan Landwehr, Goethe-University, Frankfurt am Main, Germany <a href="https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html">https://www.marketing.uni-frankfurt.de/en/professoren/landwehr/prof-dr-jan-landwehr.html</a> (Vol. 7 No. 2, 2015) Andreas Herrmann, at the time University of St. Gallen, Switzerland (Vol. 7 No. 2, 2015) Robert V. Kozinets, Professor of Marketing, University of Southern California, USA <a href="https://annenberg.usc.edu/faculty/robert-kozinets">https://annenberg.usc.edu/faculty/robert-kozinets</a> (Vol. 6 No. 2, 2014) Andrea Groeppel-Klein, Institute of Consumer and Behavior Research, Germany <a href="http://www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html">www.uni-saarland.de/lehrstuhl/groeppel-klein/institut/direktorin.html</a> (Vol. 6 No. 1, 2014) Herman Diller, University of Erlangen-Nuremberg, Germany (Vol. 1 – 5) <a href="http://www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml">www.marketing.wiso.uni-erlangen.de/team/uebersicht/alumni/ehemalige-inhaber.shtml</a> Publisher De Gruyter Poland Bogumiła Zuga 32A Str. 01-811 Warsaw, Poland T: +48 22 701 50 15

Editorial Policy Each issue focuses on a specific topic of high relevance for the marketing community. The topic of each issue is selected by the Advisory Board of the NIM Marketing Intelligence Review (NIM MIR). A different guest editor is appointed for each issue and is responsible for selecting state of the art research contributions that deal with different and diverse aspects of the issue topic. The guest editors are renowned marketing scholars from all over the world. They are experts in the respective field, have published in top marketing journals and are invited by the NIM to compile the issue. Submissions The NIM MIR features mostly research that was published in top tier marketing journals or was presented at major conferences before. The guest editors select scholars and authors with recognized publications on the focus topics. These researchers are then invited to contribute a managerial version of their research, following the guidelines of the journal. Uninvited submission of articles cannot be considered. Review Process All contributions undergo extensive review by the editorial team and by peers. The review process aims at insuring a managerial focus and the use of everyday rather than academic language. Open Access License This journal provides immediate open access to its content under the <A href="https://creativecommons.org/licenses/by-nc/4.0/">Creative Commons BY-NC 4.0 license</A>. Authors who publish with this journal retain all copyrights and agree to the terms of the above-mentioned CC BY-NC 4.0 license. Open Access Statement The journal is an Open Access journal that allows a free unlimited access to all its contents without any restrictions upon publication to all users. APC Policy Authors are not required to pay any article processing charges nor article submission charges.

NIM Marketing Intelligence Review

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

Bernd Skiera
Bernd Skiera

Published Online: 28 Oct 2016

Volume & Issue: Volume 8 (2016) - Issue 2 (November 2016) - Marketing and Data Science

Page range: 10 - 17

Journal & Issue Details

NIM Marketing Intelligence Review

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References

Recent Articles

NIM Marketing Intelligence Review

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

Bernd SkieraBernd Skiera

Published Online: 28 Oct 2016

Volume & Issue: Volume 8 (2016) - Issue 2 (November 2016) - Marketing and Data Science

Page range: 10 - 17

Journal & Issue Details

NIM Marketing Intelligence Review

PDF Preview

References

Recent Articles

Bernd Skiera
Bernd Skiera