Resumen de Data as competitive weapon in the digital-globalization era: An empirical inquiry on marketing analytics using multivariate analysis
Sana Baqai, Jawaid Ahmed Ahmed Qureshi
In the wake of globalization, rapid advancements took place in every field. Data science and big data emerged as utmost prominent realms and in this nexus, marketing analytics outgrew as a robust discipline. The main purpose of this paper is to investigate how data is used as a competitive weapon, in the age of digital globalization, by marketers and if there is any direct relationship between marketing analytics (its measurement, IT infrastructure and barriers to deploy marketing analytics) and sales performance, and then keeping absorptive capacity and top management team advocacy as mediating variables, it is tested that whether they influence such direct relationship. This is a quantitative research; the questionnaire was being administered to 300 respondents (managers with some marketing managers, directors and chief executives). It avails Structural Equation Modeling (SEM) based multivariate analysis.
The result records that there is a positively significant impact of measurement of marketing analytics and IT infrastructure on sales performance and in presence of the mediating variables, absorptive capacity and top management team advocacy, the impact of marketing analytics relatively increases on sales performance. However, barriers to deploy marketing analytics appeared insignificant. This research furnishes insights to marketers and e-marketers to improve sales performance and profitability; for properly applying marketing analytics, practitioners need to have proper IT infrastructure with absorptive capacity and top management team advocacy or support. Moreover, they need skillful employees who know how to acquire, extract, disseminate and utilize data in organizations for effective (strategic or operational) decision making.
