The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions

Marina Proença () and Tomas Sparano Martins
Additional contact information
Marina Proença: Universidade Federal do Paraná (UFPR), Federal University of Paraná
Tomas Sparano Martins: Universidade Federal do Paraná (UFPR), Federal University of Paraná

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 15, 687-700

Abstract: Abstract According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However, investments in analytics have gradually declined and most research does not place the use of data in strategic processes. Thus, this paper proposes a model to evaluate the incorporation of external knowledge generated by data, with the organization's internal knowledge, through the insertion of the absorptive capacity as a mediator between the use of digital marketing data and the effectiveness of marketing decision-making. To this end, a survey of 144 Brazilian retail companies was conducted and it was found that there is mediation, but it is partial. The findings suggest some insights into actions that can be taken to improve the use of data by the organization, such as the importance of disseminating marketing data, so that it can be used strategically by decision-makers.

Keywords: Absorptive capacity; Marketing decision-making effectiveness; Digital marketing analytics; Marketing; Retail (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-023-00224-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:12:y:2024:i:3:d:10.1057_s41270-023-00224-8

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-023-00224-8

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().