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The purpose of this paper is to provide an overview of predictive analytics, summarize how it is impacting knowledge creation in marketing, and suggest future developments in marketing and predictive analytics for both organizations and researchers.

Survival in a knowledge‐based economy is derived from the ability to convert information to knowledge. To do so, researchers and managers increasingly are relying on the field of predictive analytics. Data mining identifies and confirms relationships between explanatory and criterion variables. Predictive analytics uses confirmed relationships between variables to predict future outcomes. The predictions are most often values suggesting the likelihood a particular behavior or event will take place in the future.

Data mining and predictive analytics are increasingly popular because of the substantial contributions they can make in converting information to knowledge. Marketing is among the most frequent applications of the techniques, and whether you think about product development, advertising, distribution and retailing, or marketing research and business intelligence, data mining and predictive analytics increasingly are being applied.

In the future, we can expect predictive analytics to increasingly be applied to databases in all fields and revolutionize the ability to identify, understand and predict future developments, data analysts will increasingly rely on mixed‐data models that examine both structured (numbers)and unstructured (text and images) data, statistical tools will be more powerful and easier to use, future applications will be global and real time, demand for data analysts will increase as will the need for students to learn data analysis methods, and scholarly researchers will need to improve their quantitative skills so the large amounts of information available can be used to create knowledge instead of information overload.

In a volatile agricultural postharvest market, producers require more personalized information about market dynamics for informed decisions on the marketed surplus. However, this adaptive strategy fails to benefit them if the selection of a computational price predictive model to disseminate information on the market outlook is not efficient, and the associated risk of perishability, and storage cost factor are not assumed against the seemingly favourable market behaviour. Consequently, the decision of whether to store or sell at the time of crop harvest is a perennial dilemma to solve. With the intent of addressing this challenge for agricultural producers, the study is focused on designing an agricultural decision support system (ADSS) to suggest a favourable marketing strategy to crop producers.

The present study is guided by an eclectic theoretical perspective from supply chain literature that included agency theory, transaction cost theory, organizational information processing theory and opportunity cost theory in revenue risk management. The paper models a structured iterative algorithmic framework that leverages the forecasting capacity of different time series and machine learning models, considering the effect of influencing factors on agricultural price movement for better forecasting predictability against market variability or dynamics. It also attempts to formulate an integrated risk management framework for effective sales planning decisions that factors in the associated costs of storage, rental and physical loss until the surplus is held for expected returns.

Empirical demonstration of the model was simulated on the dynamic markets of tomatoes, onions and potatoes in a north Indian region. The study results endorse that farmer-centric post-harvest information intelligence assists crop producers in the strategic sales planning of their produce, and also vigorously promotes that the effectiveness of decision making is contingent upon the selection of the best predictive model for every future market event.

As a policy implication, the proposed ADSS addresses the pressing need for a robust marketing support system for the socio-economic welfare of farming communities grappling with distress sales, and low remunerative returns.

Based on the extant literature studied, there is no such study that pays personalized attention to agricultural producers, enabling them to make a profitable sales decision against the volatile post-harvest market scenario. The present research is an attempt to fill that gap with the scope of addressing crop producer's ubiquitous dilemma of whether to sell or store at the time of harvesting. Besides, an eclectic and iterative style of predictive modelling has also a limited implication in the agricultural supply chain based on the literature; however, it is found to be a more efficient practice to function in a dynamic market outlook.

Data-driven marketing is replacing conventional marketing strategies. The modern marketing strategy is based on insights derived from customer behavior information gathered from their facial expressions and neuro-signals. This study explores the potential for face recognition and neuro-marketing in modern-day marketing.

The study conducts an in-depth examination of the extant literature on neuro-marketing and facial recognition marketing. The articles for review are downloaded from the Scopus database, and PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) is then used to screen and choose the relevant papers. The systematic literature review method is applied to conduct the study.

An extensive review of the literature reveals that the domains of neuro-marketing and face recognition marketing remain understudied. The authors’ review of selected papers delivers five neuro-marketing and facial recognition marketing themes that are essential to modern marketing concepts.

Neuro-marketing and facial recognition marketing are artificial intelligence (AI)-enabled marketing techniques that assist in gaining cognitive insights into human behavior. The findings would be of use to managers in designing marketing strategies to enhance their marketing approach and boost conversion rates.

The uniqueness of this study lies in that it provides an updated review on neuro-marketing and face recognition marketing.

Purpose: Innovation is a multi-dimensional phenomenon influenced at the organisational level by internal and external factors that can determine how innovative an organisation can be, determining a firm’s business performance. This chapter measures and predicts how innovative a company can be, considering key internal factors using modern data analytics/science.

Need for Study: The increasing challenge of modern business operations is affected by how quickly, sustainably, effectively, and efficiently companies can innovate to mitigate the dynamic challenges of current business environments and evolving customer needs. The ability to predict, measure, and manage innovation becomes necessary to ensure that businesses are fit for purpose.

Methodology: A model was designed following the study hypotheses and statistically tested. A historical data sample from the OECD global industry dataset for eight years was used for the analysis. The ordinary least square method was used to test for model fit. Also, in machine learning engineering, predictive analysis using the multivariate linear regression analysis method was carried out.

Findings: The results support the hypotheses that an organisation’s capacity to be innovative can be measured and predicted, and it is influenced by a good number of internal factors or independent variables at various degrees.

Practical Implications: Managers must understand how to measure and predict innovation metrics to manage innovation better, ultimately leading to better business outcomes and performance. Also proposed are new measurement matrices for innovation management: innovation capacity (I_C), business innovation value (BIV), innovation creation factor (ICF), and a practical data-driven innovation management and prediction system.

The purpose of this paper is to demonstrate the value of enriched customer data for analytical customer relationship management (CRM) in the insurance sector. In this study, online quotes from an insurer’s website are evaluated in terms of serving as a trigger event to predict churn, retention, and cross-selling.

For this purpose, the records of online quotes from a Swiss insurer are linked to records of existing customers from 2012 to 2015. Based on the data from automobile and home insurance policyholders, random forest prediction models for classification are fitted.

Enhancing traditional customer data with such additional information substantially boosts the accuracy for predicting future purchases. The models identify customers who have a high probability of adjusting their insurance coverage.

The findings of the study imply that enriching traditional customer data with online quotes yields a valuable approach to predicting purchase behavior. Moreover, the quote data provide supplementary features that contribute to improving prediction performance.

This study highlights the importance of selecting the relevant data sources to target the right customers at the right time and to thus benefit from analytical CRM practices.

This paper is one of the first to investigate the potential value of data-rich environments for insurers and their customers. It provides insights on how to identify relevant customers for ensuing marketing activities efficiently and thus avoiding irrelevant offers. Hence, the study creates value for insurers as well as customers.

This paper aims to provide a comprehensive analysis of the transformative impact of Artificial Intelligence (AI) and Large Language Models (LLMs), such as GPT-4, on the real estate industry. It explores how these technologies are reshaping various aspects of the sector, from market analysis and valuation to customer interactions and evaluates the balance between technological efficiency and the preservation of human elements in business.

The study is based on an analysis of the strengths and weaknesses of AI as a technology in applications for real estate. It uses this framework to assess the potential of this technology in different use cases. This is supplemented by an emerging literature on the topic, practical insights and industry expert opinions to provide a balanced perspective on the subject.

The paper reveals that AI and LLMs offer significant benefits in real estate, including enhanced data-driven decision-making, predictive analytics and operational efficiency. However, it also uncovers critical challenges, such as potential biases in AI algorithms and the risk of depersonalising customer interactions.

The paper advocates for a balanced approach to adopting AI, emphasising the importance of understanding its strengths and limitations while ensuring ethical usage in the diverse and complex landscape of real estate.

This work stands out for its balanced examination of both the advantages and limitations of AI in real estate. It introduces the novel concept of the “jagged technological frontier” in real estate, providing a unique framework for understanding the interplay between AI and human expertise in the industry.

The purpose of this study is to determine which quantitative metrics are most representative of investor sentiment in the US equity markets. Sentiment is the aggregation of consumers', investors', and producers' thoughts and opinions about the future of the financial markets. By analyzing the change in popular economic indicators, financial market statistics, and sentiment reports, we can gain information on investor reactions. Furthermore, we will use machine learning techniques to develop predictive models that will attempt to forecast whether the stock market will go up or down based on the percent change in these indicators.

The purpose of this paper is to subject the short lived “Policy Analysis Market” (PAM) – “a Pentagon betting market on terror attacks” – and media and academic reactions to it, to some critical analysis.

The paper engages sustained invocation of the relationship between simulation and representation, for the story of the Policy Analysis Market (PAM) and its demise is replete with the tension between the two. It interrogates a range of accounts of the (un)timely demise of PAM, from the fearful senators and the moralistic media who subsumed and buttressed their position to the market evangelists for whom the failure of this particular market was merely proof of the veracity of markets elsewhere.

It is found that, inter alia, PAM was not really market‐like enough and, indeed, that it duplicated in impoverished form already existing markets that pertain to its objects of interest; that it was too much a market, given that its “goods” are seemingly inappropriate for market trade; and that it exposed too much of the truth of the actual operation of existing markets via the difficulties it confronted with regard to the possibility of insider dealing.

By contextualising PAM within the so‐called war on terror of which it was part, we see in the tension between representation and simulation, tension between a singular and a manifold reality; a set of tensions which make clear the extent of the gap that must exist between cause and effect, truth and prediction. The paper concludes by joining the celebration of PAM's demise whilst yearning for a similar fate to befall the other monologues that brought it to silence.

Recent technological and digital developments have opened new avenues for customer data utilization in insurance services. One form of this data transformation is automated chatbots that provide convenient access to data leveraged through a discussion-like interface. The purpose of this paper is to uncover how insurance chatbots support customers’ value creation.

Three complementary theoretical perspectives – artificial intelligence, service logic, and reverse use of customer data – are briefly discussed and integrated into a conceptual framework. The suggested framework is further shown through illustrative case examples that characterize different ways of supporting customers’ value creation.

Chatbots represent a new type of interaction through which companies can influence customers’ value creation by providing them with additional resources. Based on the proposed conceptual framework and the illustrative case examples, four metaphors are identified that characterize how insurance chatbots can support customers’ value creation.

The study is conceptual in nature, and the case examples are used for illustrative purposes. No representative data from those users who will eventually determine whether chatbots are of value was used.

Using the suggested framework, which is aligned with provider service logic, insurance companies can consider what kind of a role they wish to play in customers’ value-creating processes.

Automated chatbots provide convenient access to data leveraged through a discussion-like interface. This study is among the earliest to address their value-creating potential in insurance.