Systematic literature review on customer analytics capabilities/Revision sistematica de literatura sobre capacidades de analitica del cliente

• Published in: Cuadernos de administración (Cali, Colombia) Colombia), 2024-05, Vol.40 (79), p.1
• Main Authors: Maya-Restrepo, Maria Alejandra, Perez-Rave, Jorge Ivan, Gonzalez-Echavarria, Favian
• Format: Article
• Language: Spanish
• ISSN: 0120-4645
• DOI: 10.25100/cdea.v40i79.13475

Although the concept of Customer Analytics Capabilities (CAC) has garnered interest among academics and business professionals, there remains a lack of consensus regarding its conceptualization and observable manifestations. This study conducts a systematic literature review on CAC to contribute to this topic, following the stages of locating (resulting in 42 studies), describing (synthesizing definitions and uses of analytics in customer-related domains, among others), deepening (identifying and interpreting common patterns in the studies), and disseminating (preparing the report). Various ways of understanding analytics in organizational customer contexts are discovered and analyzed using a reference conceptual model, synthesizing conceptions (action/method, complex process, or strategic resource) and roles (development of operational capabilities, dynamic capabilities, or strategy adjustment). Additionally, empirical manifestations corresponding to the different conceptions are identified (e.g., determining the effectiveness of specific campaigns based on data). Nine business profiles summarizing underlying maturity levels in CAC are generated from the combination of conceptions and roles. This study clarifies CAC and its observable manifestations based on evidence from the consolidation, standardization, and synthesis of relevant scientific literature on the subject. Therefore, it is useful for leaders of analytics areas in customer contexts and researchers who wish to have a comprehensive theoretical basis for developing future measurement scales. Keywords: Customer Analytics; Customer Analytics Capabilities; Analytics. Aunque el concepto de las Capacidades de Analitica del Cliente (CAC) ha venido despertando interes entre academicos y empresarios, aun falta de consenso sobre su conceptualizacion y manifestaciones observables. Para aportar al tema, este estudio desarrolla una revision sistematica de literatura sobre las CAC, siguiendo las etapas localizar (42 estudios resultantes), describir (sintesis de definiciones y usos de la analitica en dominios afines al cliente, entre otros), profundizar (identificacion e interpretacion de patrones comunes en los estudios), y divulgar (elaboracion del reporte). Se descubren varias formas de concebir la analitica en contextos del cliente en las organizaciones y se analiza tal diversidad con base en un modelo conceptual de referencia, el cual sintetiza concepciones (accion/metodo, proceso complejo o recurso estr