The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices

Anthony F. Branda (), Vishal Lala () and Pradeep Gopalakrishna ()
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Anthony F. Branda: Pace University Lubin Graduate School of Business
Vishal Lala: Pace University Lubin Graduate School of Business
Pradeep Gopalakrishna: Pace University Lubin Graduate School of Business

Journal of Marketing Analytics, 2018, vol. 6, issue 3, No 3, 84-94

Abstract: Abstract Marketing analytics (MA) is a relatively new but increasingly prominent field in which data tools are applied to quantify and monitor marketing performance and customer information to optimize investments in marketing programs and maximize customer interaction. MA is a sub-discipline of broader analytics and includes the people, processes, and technology to generate insights that improve marketing performance. In this B2B study, the authors established an initial set of factors, with the help of deep subject matter experts in the field, which help determine the degree to which a firm’s marketing function is analytically driven. The research builds on extant theories of market orientation and lays the foundation for the development of a new construct known as marketing analytics orientation through qualitative research methods.

Keywords: Marketing analytics; Market orientation; Analytics; Marketing intelligence; Customer intelligence; Top management support (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (3)

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DOI: 10.1057/s41270-018-0036-8

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