The Configurational Impact of Top Management Team Characteristics on Marketing Analytics Use in SME: A Fuzzy-Set Qualitative Comparative Analysis

Top management team might make primary usage decisions related to marketing analytics. To date, extant research has mostly focused on investigating the impact of marketing analytics on firm performance; limited research exists to examine the conditions of utilizing marketing analytics. Furthermore, little is known about how the combinations of conditions affect marketing analytics use. Drawing on upper echelons and configuration theories, this study proposes that small and medium-sized enterprises (SMEs) have alternative pathways to utilizing marketing analytics. Based on a sample of 187 managers from UK SMEs and employing fuzzy set qualitative comparative analysis (fsQCA), this study confirms that (1) configurations of antecedents exist to provide alternative pathways to utilizing marketing analytics, and (2) configurations for small firms are distinctively different from those for medium-sized firms. This study contributes to upper echelon theory and configuration theory by highlighting different pathways to marketing analytics use. This study also helps a firm to improve its analytics practice by choosing the configuration that fits best with its organizational context

Organizational Learning Through Marketing Analytics In Health Care

There is widespread recognition of the importance of organizational learning to organizational performance and innovation. Recent research suggests that the use of analytics can play a critical role in enhancing organizational learning. However, the relationship between marketing analytics and organizational learning has not yet been well studied. More specifically, research is needed to help understand how analytics, marketing analytics in particular, facilitate organizational learning to develop a systematic, theoretical explanation of the relationship between organizational learning and marketing analytics. This phenomenon is studied in the very rich context of the health care industry. This research uses a case study to examine how organizational learning involving intuiting, interpreting, integrating, and institutionalizing can be facilitated by marketing analytics. Health care organizations are using marketing analytics to adapt to the changes in their rapidly changing environment. A conceptual framework has been developed to illustrate how marketing analytics capabilities in the organization are used to facilitate organizational learning. This study also provides recommendations on how health care organizations can enhance organizational learning with marketing analytics to improve their business performance

Antecedents and Outcomes of Marketing Analytics: Evidence from UK Firms

Marketing analytics plays a major role in discovering insights from big data to improve marketing decision-making and competitive advantage. However, while few studies have examined the chain of effects from the antecedents, the use, and the outcomes of marketing analytics, the use of marketing analytics is limited and only a fraction of its potential value is captured by firms. This study takes a contingency perspective and uses resource-based theory to develop a process-oriented perspective on marketing analytics to examine its antecedents, applications, and outcomes. A research model is developed and will be tested using SmartPLS based on survey data to be collected from UK firms. The findings will contribute to the literature by developing a theory-based understanding of the mechanism through which the use of marketing analytics affects marketing decision-making, marketing-related business process capabilities, and competitive advantage. This understanding may help firms’ to use marketing analytics more effectively

Effectiveness, Efficiency, and Ethics of Marketing Analytics

Abstract The concept of big data has influenced the marketing field in numerous ways. By having access to more information about their consumers than ever before, marketers are presented with a unique opportunity to make the marketing process more streamlined and effective than ever; however, this also creates a challenge in understanding how this targeted advertising affects the brand’s perception by consumers. This study looks at the concepts of data marketing and re-targeted ads from three aspects. First, are marketers being as effective as possible to ensure they are sending the right advertisement, to the right customer, at the right time? Second, are marketers being as efficient as possible when choosing the correct platform to reach their target customers? Third, are companies remembering the ethical components of collecting this information on consumers, and ensuring they understand when consumers feel specialized advertising becomes an invasion of their privacy? To answer these questions, I first performed secondary research in the form of a literature review. From surveying the scope of the subject, I then performed primary research by conducting in-depth interviews and a survey. The results show that there are two distinct type of consumers: one group who is accepting of these re-targeted advertisements and welcoming of the specialized marketing, and a second group who is skeptical of this form of marketing and concerned over privacy issues. Marketers must be aware of these two distinct types of consumers and ensure they are choosing their advertising methods carefully to ensure an efficient utilization of resources and to make sure they are not presenting a detriment to their brand for the consumers who do not want catered advertisements

Marketing Analytics Implementation Strategies Exploration for Organizational Transformation at Askari Cement: A Case Study Analysis

Marketing Analytics is a strategic shift where companies need to explore and identify the managerial dynamics of marketing analytics in terms of the implementation strategies that are adapted or preferred by the management for transforming the organisation. This study is about the same in terms of a cement manufacturing company. As much of the research concerning the problem area is focused on IT-intensive companies, this research endeavour would enrich the current research in terms of mapping the marketing analytics implementation strategies for organisational transformation in a developing economy

A dynamic capability view of marketing analytics use: evidence from UK firms

While marketing analytics plays an important role in generating insights from big data to improve marketing decision-making and firm competitiveness, few academic studies have investigated the mechanisms through which it can be used to achieve sustained competitive advantage. To close this gap, this study draws on the dynamic capability view to posit that a firm can attain sustained competitive advantage from its sensing, seizing and reconfiguring capabilities, which are manifested by the use of marketing analytics, marketing decision-making, and product development management. This study also examines the impact of the antecedents of marketing analytics use on marketing related processes. The analysis of a survey of 221 UK firm managers demonstrates: (a) the positive impact of marketing analytics use on both marketing decision-making and product development management; (b) the effect of the latter two on sustained competitive advantage; (c) the indirect effect of data availability on both marketing decision-making and production development management; and (d) the indirect effect of managerial support on marketing decision-making. The research model proposed in this study provides insights into how marketing analytics can be used to achieve sustained competitive advantage