The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices
| Autor: | Pradeep Gopalakrishna, Anthony F. Branda, Vishal Lala |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
business.industry Strategy and Management Economics Econometrics and Finance (miscellaneous) Field (computer science) Subject-matter expert Analytics Market orientation Marketing intelligence Statistics Probability and Uncertainty business Customer intelligence Construct (philosophy) Qualitative research |
| Zdroj: | Journal of Marketing Analytics. 6:84-94 |
| ISSN: | 2050-3326 2050-3318 |
| DOI: | 10.1057/s41270-018-0036-8 |
| Popis: | 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 sub-discipline 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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