Marketing Analytics & AI SIG

Objective

The Marketing Analytics and AI (MAAI) SIG aims to advance the field of marketing analytics and artificial intelligence (AI) by fostering collaboration among researchers, educators, and industry professionals. In an era where data-driven strategies and AI technologies are reshaping competitive advantages, the SIG promotes the development and application of cutting-edge analytics and AI tools in marketing. These efforts seek to enhance decision-making, customer engagement, and overall business performance. The rapid evolution of AI—including machine learning, predictive analytics, natural language processing, and generative AI—is transforming how marketers innovate, segment audiences, personalise interactions, measure performance, and allocate resources. By addressing these trends, the SIG provides a platform to explore innovative applications of data analytics and AI, offering insights into AI-driven customer behaviour analysis, marketing mix modelling, and ethical data use. Through a combination of advanced research, teaching support, and industry collaboration, the group seeks to shape the future of marketing by equipping academics and practitioners with the tools, techniques, and knowledge required to thrive in today’s AI-driven, data-centric environment.

Research

The MAAI SIG supports research at the intersection of advanced analytics and AI to address modern marketing challenges. Key focus areas include predictive analytics for consumer behaviour forecasting, customer segmentation, sentiment analysis, and AI-driven marketing mix modelling for resource optimisation. The SIG also prioritises research into ethical considerations and data privacy, ensuring responsible AI use and compliance with evolving regulations. To foster knowledge exchange, the SIG will host virtual seminars, inviting leading researchers to share their findings and engage with the community on emerging techniques in marketing analytics and AI. By addressing theoretical and practical questions, the SIG seeks to push the boundaries of what is possible in marketing research.

Teaching

The SIG is committed to enhancing marketing education by integrating analytics and AI into curricula. It promotes a comprehensive approach to teaching descriptive, diagnostic, predictive, and prescriptive analytics while introducing students to AI-driven tools and techniques. Discussions on best practices will include module design, assessment strategies, and effective use of textbooks and software.

Students will gain hands-on experience with industry-standard tools such as SPSS, R, Python, Tableau, Looker Studio, and ChatGPT, preparing them to apply analytical analytics and AI techniques in real-world marketing scenarios. The focus on data visualisation and storytelling will help bridge the gap between technical insights and strategic decision-making. The SIG will host biannual virtual teaching seminars, where experienced educators and practitioners will share insights on embedding marketing analytics and AI into coursework, fostering innovation in pedagogy, and improving student learning outcomes.

Industry Collaboration

Collaboration with industry remains a cornerstone of the SIG’s mission. The MAAI SIG will facilitate joint research projects, funding applications, internships, and the development of business case studies. Industry professionals will be invited to participate in workshops, guest lectures, and networking events to ensure academic efforts are aligned with business needs.

The SIG also aims to drive economic and societal impact by applying marketing analytics and AI techniques in collaborative projects, such as Knowledge Transfer Partnership (KTP) initiatives, with for-profit and non-for-profit organisations. These partnerships will bridge the gap between academia and industry, creating actionable insights that benefit both sectors.

Membership

Through its focus on research, teaching, and industry engagement, the MAAI SIG is dedicated to driving innovation and preparing the next generation of marketing professionals for an AI-driven future. Membership is open to all—Academy of Marketing members and non-members alike—creating an inclusive space for collaboration and knowledge sharing.

Follow us on LinkedIn@MAAI_SIG to keep up to date with our activities, or contact us via email:

Seongsoo (Simon) Jang: [email protected]
Mohamed Sobhy Ahmed Hassan (Temerak): [email protected]