Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
4.1
3.1
Journals
Systems
Special Issues
Data-Driven Insights with Predictive Marketing Analysis
share announcement

Data-Driven Insights with Predictive Marketing Analysis

A special issue of Systems (ISSN 2079-8954). This special issue belongs to the section "Systems Practice in Social Science".

Deadline for manuscript submissions: 30 September 2025 | Viewed by 612

Special Issue Editors

Dr. Rui Nunes Cruz

E-Mail Website
Guest Editor
Faculdade de Ciencias Sociais e Empresariais, IADE-Universidade Europeia, 1200-649 Lisboa, Portugal
Interests: marketing; knowledge management; intellectual capital
Dr. Albérico Travassos Rosário

E-Mail Website
Guest Editor
The Research Unit on Governance, Competitiveness and Public Policies (GOVCOPP), Universidade Europeia, 1200-649 Lisbon, Portugal
Interests: sustainability; data science; digital transformation; competitive strategy; competitive dynamics; strategic groups; marketing
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

In today's dynamic and highly competitive market environment, organizations are increasingly relying on data-driven decision making to gain actionable insights and optimize their marketing strategies. The integration of advanced analytical techniques, artificial intelligence, and big data technologies has revolutionized the way businesses approach customer segmentation, campaign management, and performance evaluation. This Special Issue aims to explore how systems thinking can enhance the effectiveness of marketing analytics by considering the complex interdependencies between data sources, customer behavior, and business objectives. The Issue welcomes contributions that emphasize the holistic and interconnected nature of marketing systems, addressing challenges such as data integration, real-time decision making, and ethical considerations. By bringing together perspectives from systems theory, decision science, and marketing analytics, this Issue seeks to provide valuable insights for academics and practitioners looking to leverage data-driven approaches in their marketing strategies.

Dr. Rui Nunes Cruz
Dr. Albérico Travassos Rosário
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Systems is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • marketing analytics systems
  • data-driven decision making
  • artificial intelligence in marketing
  • complex adaptive systems in marketing
  • systems thinking in marketing strategy
  • customer data integration
  • predictive analytics for marketing
  • decision support systems for marketing
  • business intelligence and marketing performance
  • ethical considerations in data-driven marketing

Benefits of Publishing in a Special Issue

  • Ease of navigation: Grouping papers by topic helps scholars navigate broad scope journals more efficiently.
  • Greater discoverability: Special Issues support the reach and impact of scientific research. Articles in Special Issues are more discoverable and cited more frequently.
  • Expansion of research network: Special Issues facilitate connections among authors, fostering scientific collaborations.
  • External promotion: Articles in Special Issues are often promoted through the journal's social media, increasing their visibility.
  • Reprint: MDPI Books provides the opportunity to republish successful Special Issues in book format, both online and in print.

Further information on MDPI's Special Issue policies can be found here.

Published Papers (1 paper)

Order results
Result details
Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:

Research

46 pages, 5687 KB  
Article
E-Commerce Revolution: How the Pandemic Reshaped the US Consumer Shopping Habits: A PACF and ARIMA Approach
by Catalin Popescu, Manuela Rozalia Gabor and Adrian Stancu
Systems 2025, 13(9), 802; https://doi.org/10.3390/systems13090802 - 13 Sep 2025
Viewed by 36
Abstract
Accelerated digital transformations and the evolution of consumer behavior in recent years underscore the need for a systemic perspective in marketing analytics to better comprehend the complex interplay between technology, data, and the profound changes triggered by global events, such as the COVID-19 [...] Read more.
Accelerated digital transformations and the evolution of consumer behavior in recent years underscore the need for a systemic perspective in marketing analytics to better comprehend the complex interplay between technology, data, and the profound changes triggered by global events, such as the COVID-19 pandemic. The COVID-19 pandemic has catalyzed a massive shift toward digitalization and transformed e-commerce from an option to a necessity for both businesses and consumers. This paper analyzes the total store and non-store sales, as well as total e-commerce sales, of the US retail trade across six main business categories and nine subcategories from the first quarter of 2018 to the first quarter of 2024. The data was divided into three time spans, corresponding to pre-, during, and post-COVID-19 pandemic periods, to examine the changing behavior of US consumers over time for different business categories. The statistical and econometric methods employed are the partial autocorrelation function (PACF), autocorrelation function, autoregressive integrated moving average model, inferential statistics, and regression model. The results indicate that the pandemic significantly increased non-store retailer sales compared to the pre-pandemic period, underscoring the importance of e-commerce. When physical stores reopened, e-commerce sales did not decline to pre-pandemic levels. The PACF analysis showed seasonality and lagged correlations. Thus, the pandemic-induced buying behaviors of US consumers continue to influence current sales patterns. The pandemic was more than just a temporary disruption, which permanently changed the retail sector. Retailers that quickly adapted to online models gained a competitive edge, whereas US consumers became accustomed to the convenience and flexibility of e-commerce. The behavior of US consumers adapted not only in response to immediate needs during the pandemic but also led to longer-term shifts in spending patterns, with each category reacting uniquely based on product type and perceived necessity. The analysis of how the COVID-19 pandemic transformed consumer behavior in the US reveals several important implications for both consumers and trade policymakers. First, the long-lasting and structural shift toward e-commerce is confirmed, representing a fundamental change in the dynamics of demand and supply. For consumers, the convenience, flexibility, and accessibility of digital channels have moved beyond mere situational advantages to become a behavioral norm. This shift has empowered consumers by giving them greater access to price comparisons, more diverse options, and increased informational transparency. Additionally, the data shows the emergence of hybrid consumption models: essential goods are mainly purchased online, while purchases of branded clothing, electronics, furniture, luxury items, and similar products continue to favor the traditional retail experience. Full article
(This article belongs to the Special Issue Data-Driven Insights with Predictive Marketing Analysis)
►▼ Show Figures

Figure 1

Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:
 
Displaying articles 1-1
Back to TopTop