Marketing Analytics Frameworks Addressing Governance Risk Compliance Decision Making Gaps for Executives
Abstract
In today’s data-driven business environment, marketing analytics has evolved from a performance measurement tool to a strategic decision-making framework that directly influences governance, risk, and compliance outcomes. This review paper explores how marketing analytics frameworks can address persistent decision-making gaps among executives by integrating predictive, prescriptive, and cognitive analytics with GRC structures. The study examines how advanced data visualization, behavioral analytics, and AI-enhanced dashboards contribute to transparency, accountability, and regulatory adherence. It further highlights the role of analytics governance in ensuring ethical data usage and mitigating reputational and compliance risks. Through a synthesis of recent academic and industry literature, the paper evaluates case studies demonstrating the application of analytics in executive decision-making for risk-informed marketing strategies, compliance forecasting, and brand trust optimization. Emphasis is placed on aligning analytics maturity models with corporate governance principles to enhance resilience, stakeholder confidence, and data-driven oversight. The review concludes by proposing a unified marketing analytics governance framework that bridges strategic and operational decision- making, ensuring that analytics outputs not only drive performance but also reinforce compliance integrity and sustainable business growth.
Keywords
Marketing AnalyticsGovernance Risk ComplianceExecutive Decision- MakingPredictive AnalyticsData GovernanceRisk Management
References
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