<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-4645</journal-id>
<journal-title><![CDATA[Cuadernos de Administración (Universidad del Valle)]]></journal-title>
<abbrev-journal-title><![CDATA[cuad.adm.]]></abbrev-journal-title>
<issn>0120-4645</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Valle]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-46452024000200002</article-id>
<article-id pub-id-type="doi">10.25100/cdea.v40i79.13475</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Systematic literature review on customer analytics capabilities]]></article-title>
<article-title xml:lang="es"><![CDATA[Revisión sistemática de literatura sobre capacidades de analítica del cliente]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Maya-Restrepo]]></surname>
<given-names><![CDATA[María Alejandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez-Rave]]></surname>
<given-names><![CDATA[Jorge Iván]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Echavarría]]></surname>
<given-names><![CDATA[Favián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Antioquia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,IDINNOV research group  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Antioquia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2024</year>
</pub-date>
<volume>40</volume>
<numero>79</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-46452024000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-46452024000200002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-46452024000200002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Although the concept of Customer Analytics Capabilities (CAC) has garnered interest among academics and business professionals, there remains a lack of consensus regarding its conceptualization and observable manifestations. This study conducts a systematic literature review on CAC to contribute to this topic, following the stages of locating (resulting in 42 studies), describing (synthesizing definitions and uses of analytics in customer-related domains, among others), deepening (identifying and interpreting common patterns in the studies), and disseminating (preparing the report). Various ways of understanding analytics in organizational customer contexts are discovered and analyzed using a reference conceptual model, synthesizing conceptions (action/method, complex process, or strategic resource) and roles (development of operational capabilities, dynamic capabilities, or strategy adjustment). Additionally, empirical manifestations corresponding to the different conceptions are identified (e.g., determining the effectiveness of specific campaigns based on data). Nine business profiles summarizing underlying maturity levels in CAC are generated from the combination of conceptions and roles. This study clarifies CAC and its observable manifestations based on evidence from the consolidation, standardization, and synthesis of relevant scientific literature on the subject. Therefore, it is useful for leaders of analytics areas in customer contexts and researchers who wish to have a comprehensive theoretical basis for developing future measurement scales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Aunque el concepto de las Capacidades de Analítica del Cliente (CAC) ha venido despertando interés entre académicos y empresarios, aún falta de consenso sobre su conceptualización y manifestaciones observables. Para aportar al tema, este estudio desarrolla una revisión sistemática de literatura sobre las CAC, siguiendo las etapas localizar (42 estudios resultantes), describir (síntesis de definiciones y usos de la analítica en dominios afines al cliente, entre otros), profundizar (identificación e interpretación de patrones comunes en los estudios), y divulgar (elaboración del reporte). Se descubren varias formas de concebir la analítica en contextos del cliente en las organizaciones y se analiza tal diversidad con base en un modelo conceptual de referencia, el cual sintetiza concepciones (acción/método, proceso complejo o recurso estratégico) y roles al respecto (desarrollo de capacidades operacionales, capacidades dinámicas o ajuste de la estrategia). Además, se identifican manifestaciones empíricas que obedecen a las distintas formas de concebirla (ej., determinar la efectividad de campañas específicas a partir de datos). A partir de la combinación de concepciones y roles se generan nueve perfiles empresariales que resumen grados de madurez subyacentes en las CAC. Este estudio clarifica las CAC y sus manifestaciones observables, a partir de evidencia proveniente de la consolidación, homologación y síntesis de literatura científica relevante sobre el tema. Por tanto, resulta útil para dirigentes de áreas de analítica en contextos del cliente, así como para investigadores que deseen tener una base teórica integral para desarrollar futuras escalas de medida.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Customer Analytics]]></kwd>
<kwd lng="en"><![CDATA[Customer Analytics Capabilities]]></kwd>
<kwd lng="en"><![CDATA[Analytics]]></kwd>
<kwd lng="es"><![CDATA[Analítica del cliente]]></kwd>
<kwd lng="es"><![CDATA[Capacidades de analítica del cliente]]></kwd>
<kwd lng="es"><![CDATA[Analítica]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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