ABSTRACT

While big data, marketing analytics, and firm marketing capabilities are all potential drivers of competitive advantage, there is limited research that investigates the interrelationship between them. This study aims to address this gap by examining the mechanisms through which big data and marketing analytics can be used to enhance firm marketing capabilities. Drawing on the dynamic capability view, a research model is developed and tested based on an analysis of 316 survey responses. The findings demonstrate positive effects of the use of big data on the use of marketing analytics, and the latter’s effect on firm marketing planning, marketing implementation, brand management, customer relationship management, and product development management. This study helps advance our understanding of firm marketing capability-enhancing processes through the use of big data and marketing analytics. It also provides practical implications to guide firms in using big data and marketing analytics to improve their marketing capabilities.

摘要

大数据，市场营销分析和公司市场营销能力都是竞争优势的潜在驱动力，但是，研究它们之间的相互关系的研究很少。本研究旨在通过研究可利用大数据和营销分析来增强公司营销能力的机制来解决这一差距。利用动态能力视图，基于对316个调查响应的分析，开发并测试了研究模型。研究结果表明，大数据的使用对营销分析的积极影响，以及后者对公司营销计划，营销实施，品牌管理，客户关系管理和产品开发管理的影响。通过使用大数据和营销分析，本研究有助于增进我们对公司营销能力增强过程的理解。它还为指导公司使用大数据和营销分析以提高其营销能力提供了实际意义。