Marketing Analytics for Gastrointestinal Cancer Prevention and Early Detection: Emerging Trends, Analytical Frameworks and Research Directions

Abstract

Gastrointestinal (GI) cancers, such as colorectal, gastric, liver, pancreatic, and oesophageal cancers, continue to represent a serious public health concern because of their high prevalence and mortality and frequent delayed diagnosis. The evolution of marketing analytics offers new opportunities to address existing barriers to prevention and early diagnosis through evidence-based decision-making, tailored communication, and screening interventions. This narrative review analyses the current state of marketing analytics applications in GI cancer prevention and early detection, with a focus on social marketing, behavioural models, artificial intelligence (AI), digital health, and emerging marketing analytics approaches. The epidemiological landscape of GI cancers, prevention and screening methods, marketing analytics tools and analytical frameworks supporting patient engagement and screening uptake, and recent developments, including AI, big data, precision marketing, explainable AI, social media analytics, and real-time analytics, are reviewed in the context of current research challenges and gaps. The review indicates that integrating marketing analytics with behavioural science and AI technologies can support risk identification, more efficient resource allocation, improved screening uptake, and greater health equity.