Leveraging marketing analytics to improve firm performance: Insights from implementation

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.