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Keywords: customer analytics
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Journal Articles
Journal:
Accounting Horizons
Accounting Horizons (2024) 38 (4): 1–29.
Published: 01 December 2024
...Massimiliano Bonacchi; Paolo Perego SYNOPSIS This study examines how firms deploy customer analytics in their performance measurement and reporting systems. Firstly, we synthesize insights from the literature on customer analytics in accounting and marketing and conduct interviews with experts...
Includes: Supplementary data