Leveraging marketing analytics to improve firm performance: Insights from implementation
Abstract
This paper argues that firms can improve their performance by leveraging marketing analytics. It develops a roadmap to demonstrate the approach firms should adopt to leverage marketing analytics. It then provides several examples of firms that use marketing analytics in their organisational strategies to improve performance. Further, it discusses the tools used by these firms and the actual performance achieved at the end of implementation. The roadmap, examples and discussion herein reveal that incorporating marketing analytics and implementing the strategic insights from a variety of analytics tools is the only advantageous option for a firm’s successful trajectory. It concludes that for a firm to be competitive and profitable, marketing analytics must be embedded in its business strategies.
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Author's Biography
V. Kumar is the Regents’ Professor, Richard and Susan Lenny Distinguished Chair, Professor of Marketing and Executive Director at the Center for Excellence in Brand & Customer Management, J. Mack Robinson College of Business, Georgia State University. He has written over 250 articles and 25 books, and received 25 research and teaching excellence awards and 14 lifetime achievement awards in various areas of marketing. He is also Chang Jiang Scholar, Huazhong University of Science and Technology; Fellow, Hagler Institute for Advanced Study, Texas A&M University; and Senior Fellow, Indian School of Business.
Amalesh Sharma is Assistant Professor of Marketing at the Mays Business School, Texas A&M University. A Georgia State University PhD graduate, Amalesh’s research focuses on strategic marketing issues such as customer relationship management, international marketing, distribution channels, innovation and new product introduction. His research has been published in such journals as Marketing Science, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Retailing and Harvard Business Review.
Citation
Kumar, V. and Sharma, Amalesh (2017, April 1). Leveraging marketing analytics to improve firm performance: Insights from implementation. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 3, Issue 1. https://doi.org/10.69554/IIGQ1544.
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