EconPapers    
Economics at your fingertips  
 

THE DATA HIERARCHY: factors influencing the adoption and implementation of data-driven decision making

Stefan Sleep (), John Hulland () and Richard A. Gooner ()
Additional contact information
Stefan Sleep: Georgia Gwinnett College
John Hulland: University of Georgia
Richard A. Gooner: University of Georgia

AMS Review, 2019, vol. 9, issue 3, No 6, 230-248

Abstract: Abstract Marketing practitioners have access to a rapidly increasing quantity and variety of data from customers and other stakeholders. Managers use the term “Big Data” to describe this avalanche of information, which many view as critical to providing a better understanding of customers and markets. This research uses interviews with managers to examine the marketing function’s perspective on data-driven decision making within the firm. Based on informant responses, we develop a hierarchy of data-oriented decision making, describe the drivers that influence where a firm falls within this hierarchy, and detail several transition capabilities for marketing managers interested in becoming more data-driven. The key factors that influence the level of data driven decision making are: 1) firm environment; 2), competition, 3) executive commitment, 4) interdepartmental dynamics, and 5) organizational structure. This framework guides marketing managers both in evaluating the firm’s data capabilities and facilitating change.

Keywords: Data-driven decision making; Big data; Big data hierarchy; Grounded theory (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s13162-019-00146-8 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:spr:amsrev:v:9:y:2019:i:3:d:10.1007_s13162-019-00146-8

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/13162

DOI: 10.1007/s13162-019-00146-8

Access Statistics for this article

AMS Review is currently edited by Manjit S. Yadav

More articles in AMS Review from Springer, Academy of Marketing Science
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-04-23
Handle: RePEc:spr:amsrev:v:9:y:2019:i:3:d:10.1007_s13162-019-00146-8