Leveraging marketing analytics to improve firm performance: Insights from implementation

Kumar, V and Sharma, A (2017) Leveraging marketing analytics to improve firm performance: Insights from implementation. Applied Marketing Analytics, 3 (1). pp. 58-69.

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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.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Kumar, VUNSPECIFIED
Item Type: Article
Uncontrolled Keywords: data revolution; firm performance; marketing analytics; marketing strategy; strategic tools
Subjects: Business and Management
Marketing
Depositing User: Veeramani R
Date Deposited: 16 Apr 2017 14:58
Last Modified: 16 Apr 2017 15:00
URI: http://eprints.exchange.isb.edu/id/eprint/525
Publisher URL: http://www.ingentaconnect.com/content/hsp/ama/2017...
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