Moving Toward Economic and Digital Sustainability in Marketing Analytics

被引：0

作者：

Haverila, Matti ^{[1
]}

Al-Azad, Md. Samim ^{[2
]}

Haverila, Kai ^{[3
]}

Mohiuddin, Muhammad ^{[4
]}

Su, Zhan ^{[5
,6
]}

机构：

[1] Thompson Rivers Univ, Mkt, Kamloops, BC, Canada

[2] Lakehead Univ, Thunder Bay, ON, Canada

[3] Concordia Univ, Montreal, PQ, Canada

[4] Laval Univ, Int Business & Global Strategy, Quebec City, PQ, Canada

[5] Laval Univ, Fac Business Adm, Int Business & Strategy, Quebec City, PQ, Canada

[6] Laval Univ, Fac Business Adm, Stephen A Jarislowsky Chair Int Business, Quebec City, PQ, Canada

来源：

JOURNAL OF GLOBAL INFORMATION MANAGEMENT | 2024年 / 32卷 / 01期

关键词：

Big Data Marketing Analytics (BDMA); Technology Quality; Information Quality; Technology and Market Uncertainty; Quality of Marketing Analytics; BIG DATA ANALYTICS; PLS-SEM; TECHNOLOGICAL UNCERTAINTY; INFORMATION QUALITY; FIRM PERFORMANCE; SYSTEM QUALITY; BUSINESS VALUE; DECISION; SATISFACTION; INTEGRATION;

D O I：

10.4018/JGIM.349129

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

Despite analytical advancements, firms have yet to realize the full potential of big data marketing analytics (BDMA) because the poor quality data restricts customer predictions and insightful decisions. Technology and market uncertainty create challenges in understanding business needs, choosing analytical tools, determining customer insights, and market trends. This study aims to assess the quality of marketing analytics, including technology and information quality. Data were collected from 236 North American respondents working in firms with at least limited experience in the deployment of BDMA. The analysis tool was PLS-SEM. The findings supported the hypothesis that technology and market uncertainty negatively influence the quality of analytical outcomes. This study makes a significant theoretical and methodological contribution to BDMA literature by assessing the quality of analytics as an integrated formative construct.

引用

页数：24

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