The study of consumer analytics lies at the junction of Big Data and
consumer behavior. Data provide behavioral insights about consumers;
marketers translate those insights intomarket advantage. Analytics generally
refers to tools that help find hidden patterns in data. For the past
fewdecades, businesses generatemore data than they are able to use or
know how to use (Fayyad, Piatetsky-Shapiro, & Smyth, 1996; Friedrich,
Stoler, Moritz, & Nash, 1983).