Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices
Abstract
Marketing analytics involves use of data tools to quantify and monitor marketing performance (MP) to both optimise investments in marketing programmes and maximise customer interaction. Built on market orientation (MO) theories, this study establishes a construct and measure of marketing analytics orientation (MAO) to assess factors that predict MAO. A novel measure that provides empirical evidence of MAO and its relationship to MP is presented using data collected from a survey of company leadership and marketing analytics professionals in real-world businesses. The results demonstrate that people effectiveness and analytic skill sets mediate the relationship between MAO and MP. These findings describe a new tool that may help data scientists and business owners better understand the drivers of marketing analytics maturity, including the importance of professional analytics skills, top management support, data governance, the credibility of the analytics organisation, and the adoption of analytics within corporate culture.
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Author's Biography
Anthony F. Branda a Clinical and an Adjunct Professor of Marketing and Customer Intelligence at Pace University's Lubin Graduate School of Business since March 2011. His research interests include evidence-based decision-making, marketing analytics and customer intelligence as a business strategy. Previously he was the Chief Analytics Officer for Citibank. Mr. Branda holds an M.B.A and a Doctorate in Marketing from Pace University.
Mark Weber has been directly involved with marketing research for more than forty years. After completing his master's degree, he trained in the fundamentals of survey research and analysis at the United States Census Bureau. With this foundation, Weber moved to the private sector, worked with AT&T, Citibank, Bank of America, and several marketing research suppliers, and started his own marketing research and business management services. In 2019 he became a founding member of the Analytics Hall of Fame and continued his consulting practice.
Eduardo Lucio main research interest is in the area of behavioural and empirical economics, inclusive finance, multi-level modelling, and methods for missing data. Prior to joining ASB Bank, Ed worked on policy and academic research projects in multilateral and government institutions across Asia and the Pacific. He earned his PhD in Applied Statistics at The University of Queensland in Australia.
Citation
Branda, Anthony F., Weber, Mark and Lucio, Eduardo (2022, October 1). Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 2. https://doi.org/10.69554/UYTU4117.
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