An Empirical Investigation of Marketing Analytics Orientation

摘要

In order to build relationships, personalize products, and enhance customer loyalty, it is important for organizations to utilize data to generate meaningful, fact-based insights. This study focuses on identifying the organization's marketing analytics orientation and the adopted analytical tools used to generate insights. Using the statistical techniques of text-mining and cluster analysis, the marketing analytics orientations of the organization were uncovered. Also, the relationships among organizational characteristics, marketing analytics orientation, and adopted analytical tools were assessed. The results provide insights into organizations utilizing marketing analytics capability and analytical tools.