Shifting towards a more data-driven culture is a key antecedent of business success in
today's digital era. Previous research has paid attention to exploring the influence of …

While marketing analytics plays an important role in generating insights from big data to
improve marketing decision-making and firm competitiveness, few academic studies have …

Despite the growing prevalence of marketing analytics, concerns exist regarding how to
realize the full potential of business analytics initiatives. This study explores how and under …

While data-driven innovation capabilities have received considerable attention from
academics and practitioners, there is insufficient longitudinal evidence on how they might …

Changes in the way customers shop, accompanied by an explosion of customer touchpoints
and fast-changing competitive and technological dynamics, have led to an increased …

Purpose The concept of agility has been applied to several domains to help firms develop
the capability to quickly adjust their operations to cope and thrive in environments …

This study's objective is to investigate how a business can achieve data-driven market
effectiveness through the sustained application of a customer analytics capability to its …

A few well-documented cases describe how the deployment of marketing analytics produces
positive organizational outcomes. However, the deployment of marketing analytics varies …

Purpose Few well-documented studies have explained the importance of researching firms'
marketing analytics capability (FMAC). In spite of its significance, there is scant attention to …

Agility has become a central marketing principle. A profound global event like the COVID-19
pandemic has accelerated the need for teams to move quickly, assess, and adapt. As …