The role of marketing analytics in shaping market orientation: a bibliometric review of emerging trends

Abstract This study explores the intersection of marketing analytics and market orientation in the digital age through a comprehensive bibliometric analysis. By analyzing 238 articles published between 2007 and 2023 from the Web of Science database, we identify trends, patterns, and research gaps in this rapidly evolving field. Our methodology combines performance analysis and science mapping to provide a systematic review of the way in which marketing analytics shapes market orientation strategies. The findings reveal a significant increase in research attention over the past decade but also highlight substantial gaps in general understanding of the ways in which data-driven market orientation impacts business performance. We identify key research opportunities in areas such as B2B big data analytics, innovation and internationalization through analytics, and the development of data-driven capabilities. The study makes both theoretical and practical contributions, synthesizing current knowledge and identifying future avenues of research. For practitioners, it offers insights into ways of leveraging analytical tools for enhanced market orientation, while for researchers, it maps unexplored territories in the field. In particular, the analysis emphasizes the need for a more in-depth investigation into big data analytics capabilities, customer analytics capabilities, and their strategic value in market orientation. It provides a foundation for understanding the evolving relationship between marketing analytics and market orientation in contemporary business environments.