The earliest published works in Marketing Science are by Frank Bass[2] and John Little .
Interest in marketing science as a field grew in the late 1980s and early 1990s as electronic point-of-sale data grew and barcode readers led to a "marketing information revolution".
[5] Before conferences were organized with a "marketing science" label, four meetings were convened as "Market Measurement and Analysis" conferences from 1979 to 1982, sponsored by The Institute of Management Sciences and the Operations Research Society of America.
[6] The first officially labeled Marketing Science Conference was hosted by the School of Management at UCLA in 1983.
But as the data flood gets bigger, progressive marketers are turning to big data analysis methods as well as systematic observation, testing and measurement to study broad behavioral patterns, drill down from the aggregate to the individual and produce new insights that improve business outcomes.