Consumer Analytics

I recently updated my research areas in my Research LinkedIn profile. The two changed areas are shown below.

Usability is now Usability and Consumer Analytics. These days, Consumer Analytics is major. I am amazed at the quantity of information collected on the consumer. For example, Google collects lots of personal data on users/consumers of its Gmail service and Maps. Data from Gmail, such as keywords in an email, is provided to Google’s search engine. Maps collects location and other data. An interesting paper on Consumer Analytics is:

Big data consumer analytics and the transformation of marketing
By: S. Erevelles, N. Fukawa, L. Swayne
https://www.sciencedirect.com/science/article/abs/pii/S0148296315002842