Abstract
The digital economy has fundamentally reconfigured the competitive landscape of marketing, positioning advanced analytics as a critical strategic capability for organizations seeking to deliver personalized, data driven, customer centric experiences at scale. Despite the rapid proliferation of analytics tools and techniques, the academic literature lacks an integrative framework that connects advanced marketing analytics capabilities to customer centric strategic outcomes through clearly defined mediating and moderating mechanisms. This review article addresses this gap by synthesizing extant scholarship and developing the Advanced Marketing Analytics Value Framework (AMAVF). A systematic literature review methodology was employed, drawing on 112 peer reviewed articles published between 2015 and 2024 sourced from Scopus, Web of Science, and EBSCO databases. Articles were identified through a structured Boolean search protocol and evaluated against inclusion criteria encompassing theoretical rigor, empirical grounding, and relevance to marketing analytics and customer centric strategy. Thematic synthesis and bibliometric mapping were applied to identify convergent themes, theoretical foundations, and research gaps. The review identifies four advanced analytics capability clusters descriptive, predictive, prescriptive, and cognitive analytics as the primary drivers of customer centric outcomes. Personalization depth, customer journey optimization, and real time decision intelligence emerge as the principal outcome domains. Data governance quality and marketing analytics capability integration are identified as critical moderators of analytics value realization. The AMAVF provides the first comprehensive, empirically grounded framework integrating marketing analytics capabilities with customer centric strategic outcomes. The article advances both the theoretical foundations of marketing analytics research and generates actionable implications for marketing strategists, Chief Marketing Officers, and digital transformation leaders operating in data intensive competitive environments.
