Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices

Anthony F. Branda, Mark Weber and Eduardo Lucio
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Anthony F. Branda: Chief Data and Analytics Officer, ASB Bank Limited, a wholly owned subsidiary of Commonwealth Bank of Australia, New Zealand
Mark Weber: Research and Analytics Consultant, WellSpring Consulting, USA
Eduardo Lucio: Chapter Lead for Data Science, ASB Bank Limited, Auckland, New Zealand

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 8, issue 2, 175-191

Abstract: Marketing analytics involves use of data tools to quantify and monitor marketing performance (MP) to both optimise investments in marketing programmes and maximise customer interaction. Built on market orientation (MO) theories, this study establishes a construct and measure of marketing analytics orientation (MAO) to assess factors that predict MAO. A novel measure that provides empirical evidence of MAO and its relationship to MP is presented using data collected from a survey of company leadership and marketing analytics professionals in real-world businesses. The results demonstrate that people effectiveness and analytic skill sets mediate the relationship between MAO and MP. These findings describe a new tool that may help data scientists and business owners better understand the drivers of marketing analytics maturity, including the importance of professional analytics skills, top management support, data governance, the credibility of the analytics organisation, and the adoption of analytics within corporate culture.

Keywords: Marketing analytics orientation; marketing performance; marketing analytics; market orientation; data analytics governance; analytics adoption (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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