Value creation through marketing data analytics: the distinct contribution of data analytics assets and capabilities to unit and firm performance
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2022-12
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Elsevier B.V.
Resumen
This study answers research calls regarding data analytics in a specific unit and its impact at the unit and organizational level. In doing so, it takes an information value chain approach to theorize about how quality data and IT-enabled data analytics sensing capability in the marketing unit relate differently to the unit performance as well as to firm-level performance. Results from a survey of 346 firms confirm the hypotheses by showing partially and fully mediated effects for quality data, and direct and partially mediated effects for sensing capability.
Palabras clave
Data analytics
Information value chain
IT-enabled sensing capability
Market performance
Marketing innovation
Quality data
Information value chain
IT-enabled sensing capability
Market performance
Marketing innovation
Quality data
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Materias
Cita
Sáenz, J., Ortiz de Guinea, A., & Peñalba-Aguirrezabalaga, C. (2022). Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance. Information and Management, 59(8). https://doi.org/10.1016/J.IM.2022.103724