Marketing Analytics (Paperback) | Released: 22 Jun 2016

At the end of December 2002, I published my doctoral dissertation on 'The Impact of e- Commerce on Intellectual Property' restricted to copyright from a marketing analytics perspective. At that time, Social Media websites such as Twitter, Facebook, Pinterest, and Instagram were non-existent. As we understand from the World Intellectual Property Organization (WIPO), "Copyright (or author's right) is a legal term used to describe the rights that creators have over their literary and artistic works. Works covered by copyright range from books, music, paintings, sculpture, and films, to computer programs, databases, advertisements, maps, and technical drawings" (WIPO, 2016). Over the past 13 years (2002 to 2015) much has changed in the world of E-Commerce and Intellectual Property with the rise of Social Media particularly in the areas of publishing, music, movies, video games, and broadcasting from a new marketing 'social analytics' perspective. Every April 26, we celebrate World Intellectual Property Day to learn about the role that intellectual property rights (patents, trademarks, industrial designs, copyright) play in encouraging innovation and creativity. This year, 2016, we are exploring the future of culture in the digital age: how we create it, how we access it, how we finance it. We are also examining how a balanced and flexible intellectual property system helps ensure that those working in the creative sector and artists themselves are properly paid for their work, so they can keep creating (WIPO, 2016). The science of analysis using data to understand historical patterns with an eye to improving performance and predicting the future. The analysis of digital data refers to information collected in interactive channels (online, mobile, social, etc.). Digital Analytics "has become an integral part of core business strategies and maintaining a competitive edge. Digital data started the Big Data meme as it heralded the onslaught of Volume, Variety and Velocity, opening the door to new types of correlative discovery much wider. Digital Analytics is a moving target of innovation and exploration. That's what makes it fascinating" (DDA, 2016). The American Legislative Exchange Council says that "the Intellectual Property Rights (IPR) are vital to the global economy. IPR make it possible for creators to have exclusive rights to their tangible and intangible inventions, and for companies to brand their products, thus differentiating them from similar goods. Strong IPR protections also incentivize the capital-intensive research responsible for the innovations that allow human beings to live longer, healthier and happier lives. Today - at the precipice of the next industrial age hallmarked by automation, deep-data analytics and Internet-connected devices -is a great time to celebrate the role of IPR in shaping the future" (Thompson, 2016). Two related trends characterize the recent past: value propositions are migrating from the physical to the informational, and value creation is shifting from firms to consumers. These two trends meet in the phenomenon of "consumer-generated intellectual property" (CGIP). A recent research (Berthon, Pitt, Kietzmann & McCarthy, 2015) study addresses the question: "How should firms manage the intellectual property that their customers create?" It explored how CGIP presents important dilemmas for managers and argues that consumers' "intellectual property" should not be leveraged at the expense of their "emotional property." The study integrated these perspectives into a diagnostic framework and discusses eight strategies for firms to manage CGIP". The systematic integrated management of intellectual property (IP) is a recent phenomenon. Today, matters are more complicated, and integrated IP management is required. Integrated management is more than simply establishing a licensing model, or manufacturing a product that incorporates new invention (Al-Aali, & Teece, 2013).