Achieving useful data analytics for marketing: Discrepancies in information quality for producers and users of information

IF 3.8 4区 管理学 Q2 BUSINESS Brq-Business Research Quarterly Pub Date : 2021-03-05 DOI:10.1177/2340944421996343
Manuel Morales-Serazzi, Ó. González-Benito, Mercedes Martos-Partal
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引用次数: 5

Abstract

This study proposes as a key cause of the high failure rates in the implementation of analytical projects for marketing decisions, the discrepancy in the information quality (DIQ) perceived between producers (information technology [IT]) and users (marketing) of knowledge. Given that the DIQ between agents is a determining factor in the success of the ability to data analytics, this study focuses on examining this concept and its causes, specifically the resources related to data analytics that influence DIQ. The results of the surveys carried out with the IT and marketing managers of 95 companies in Spain, analyzed with a comparative methodological approach (dyadic), reveal the sources of the discrepancy, namely, the quality of the data, the technological capabilities, the talent, Chief Executive Officer (CEO) support, and alignment of the data plan with the marketing plan. JEL CLASSIFICATION M31; M15; D82; L10
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为市场营销实现有用的数据分析:信息生产者和用户的信息质量差异
本研究提出,作为营销决策分析项目实施失败率高的一个关键原因,知识的生产者(信息技术[IT])和用户(营销)之间感知到的信息质量(DIQ)的差异。鉴于代理之间的DIQ是数据分析能力成功的决定性因素,本研究侧重于检查这一概念及其原因,特别是影响DIQ的数据分析相关资源。对西班牙95家公司的IT和营销经理进行的调查结果,采用比较方法(dyadic)进行了分析,揭示了差异的来源,即数据质量、技术能力、人才、首席执行官(CEO)支持以及数据计划与营销计划的一致性。凝胶分类m31;M15;D82;L10
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来源期刊
CiteScore
7.50
自引率
6.90%
发文量
14
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