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
