2026-04-30T16:38:33Zhttps://ebiltegia.mondragon.edu/oai/request

oai:ebiltegia.mondragon.edu:20.500.11984/140662026-03-13T07:15:45Zcom_20.500.11984_473col_20.500.11984_475col_20.500.11984_478

Gómez, Irune Agirre Aramburu, Izaskun Markuerkiaga, Leire Elorza, Maider 2026-03-12T11:54:47Z 2026-03-12T11:54:47Z 2026 2314-7210 https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=200862 https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=200838 https://hdl.handle.net/20.500.11984/14066 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 eng Attribution 4.0 International http://creativecommons.org/licenses/by/4.0/ @ 2026 The authors Big Data Marketing Intelligence Data analytics Marketing analytics Customer orientation Market orientation Customer-centric marketing The role of marketing analytics in shaping market orientation: a bibliometric review of emerging trends