The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

Abstract

Marketing analytics (MA) is a relatively new but increasingly prominent field in which data tools are applied to quantify and monitor marketing performance and customer information to optimize investments in marketing programs and maximize customer interaction. MA is a subdiscipline of broader analytics and includes the people, processes, and technology to generate insights that improve marketing performance. In this B2B study, the authors established an initial set of factors, with the help of deep subject matter experts in the field, which help determine the degree to which a firm's marketing function is analytically driven. The research builds on extant theories of market orientation and lays the foundation for the development of a new construct known as marketing analytics orientation through qualitative research methods.

Data-driven marketing processes

“…However, per Chafey and Patron (2012), challenges with people, structures and processes have surpassed challenges that are linked to data integration and technology when discussing data usage in marketing. Other researchers endorse this thinking (Branda, Lala, and Gopalakrishna 2018;Davenport and Harris, 2007;Germann, Lilien, and Rangaswamy, 2013;Gonzalez and Melo, 2017;Wedel and Kannan, 2016).…”

“…Davenport and Harris (2007) argue that top management's support is necessary for the implementation of data utilisation in decision-making. Other studies discuss the importance of supportive top management for successful marketing analytics integration into organisational functions (Branda, Lala, and Gopalakrishna, 2018;Kiron et al, 2011). Additionally, it is often the founders and infuential managers that shift organisational cultures and instil thoughts and values in employees' minds that last for a considerable timeframe (Groysberg et al, 2018).…”

Scientometric and Bibliometric Analysis in Analytical Marketing Research

“…The ability to transform knowledge into useful, multi-channel and up-to-date communication is what distinguishes a company from competitors, and the key success factor is the adaptation of activities to the most important results and innovation (Miller, 2011;Rizzo, 2015;Maklan et al, 2015;Papa et al, 2021;Filieri & Mariani, 2021). Many companies have at their disposal data and tools, but find it problematic to use them (Berman et al, 2007;King, 2018;Branda et al, 2018;Jabbar et al, 2020;Morewedge et al, 2021). Bearing in mind the need to develop appropriate metrics and analytical methods to improve data quality, marketing analytics plays an important role in these circumstances (Wedel & Kannan, 2016;King, 2018;Iacobucci et al, 2019).…”

Orientação para marketing analytics: antecedentes e impacto no desempenho do negócio.

“…Uma dessas lacunas trata do entendimento e determinação da orientação da empresa para Marketing Analytics. Embora esforços recentes tenham endereçado o assunto (Branda, Lala, & Gopalakrishna, 2018), ainda se mostram relevantes a exploração, a definição e a delimitação clara do construto de Orientação para Marketing Analytics, o entendimento de possíveis antecedentes e resultados de sua adoção e a análise dessas relações com construtos antecedentes e subsequentes.…”

“…Marketing Analytics que vem sendo recentemente explorada (Branda, Lala, & Gopalakrishna, 2018). A Orientação para Marketing Analytics, de acordo com o segundo artigo dessa tese, é o grau em que a empresa lança mão de um processo estruturado de coleta, armazenamento e análise dados para utilização da informação resultante no processo de tomada de decisão de questões relacionadas às atividades de marketing.…”