Digital success through data and analytics maturity

David Booth

Journal of Digital & Social Media Marketing, 2015, vol. 2, issue 4, 338-344

Abstract: Every second of every day, data are collected at an ever-increasing pace, and the opportunity to leverage this information across marketing strategies has never been greater. Despite this, the sad reality is that most organisations find themselves drowning in data rather than using this information to drive business decisions. However, by assessing current maturity levels against a framework that encompasses six pillars of data and analytics success, it is possible for companies to move their data and analytics programmes forward. This framework can be used to drive strategic plans and measure the gains made as organisations work towards the execution of these plans. This paper explores these six facets of success, using detailed examples of how real organisations are using this framework to drive tangible value from data and analytics.

Keywords: data; analytics; big data; maturity; digital strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:338-344

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