Exploring the resources, competencies, and capabilities needed for successful machine learning projects in digital marketing

Miikka Blomster () and Timo Koivumäki ()
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Miikka Blomster: Oulu University of Applied Sciences
Timo Koivumäki: University of Oulu

Information Systems and e-Business Management, 2022, vol. 20, issue 1, No 5, 123-169

Abstract: Abstract This study aimed to explore the organizational resources, competencies, and capabilities needed for the successful implementation of machine learning development projects for digital marketing operations in marketing organizations. The structure of the machine learning development project was investigated via the Agile-Stage-Gate model to identify the workflow, tasks, and roles of the marketing management and development teams during the project. With the accomplished project illustration, the necessary resources, competencies, and capabilities were identified. The findings suggest that marketing organizations’ capability to understand and refine data by taking into the notion the impact of the marketing environment is the most crucial competence of machine learning development projects because it forms a solid base for algorithm execution and successful project implementation for marketing purposes. Marketing organizations must develop rigorous business processes and management procedures to support data governance and thus provide suitable data for machine learning purposes. Personnel’s understanding of the data’s characteristics and capabilities for running successful machine learning projects were also seen as key competencies for marketing organizations.

Keywords: Case study; Machine learning; Organizational capabilities; Agile-Stage-Gate; Digital marketing (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s10257-021-00547-y

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