Purpose

Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.

Design/methodology/approach

This study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.

Findings

Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.

Practical implications

This study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.

Originality/value

Believing that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.

中文翻译：

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营销分析能力能否提升企业在数据丰富的商业环境中的竞争性营销绩效？

目的

很少有文献充分的研究解释了研究公司营销分析能力 (FMAC) 的重要性。尽管其意义重大，但很少有人关注概念化和实证研究 FMAC 及其在数据驱动的业务环境中的后果。因此，本研究旨在开发和测试一个概念模型，该模型将 FMAC 及其在数据丰富的商业环境中的影响联系起来。

设计/方法/方法

本研究分析了来自大中型制造和服务密集型公司的 250 名经理的数据。此外，本研究通过使用操作化问卷调查的方法进行了实证研究，以验证假设并达到其理论和管理意义。应用最大似然估计方法的结构方程建模来验证所提出的研究模型的有效性。

发现

多变量分析结果表明，在整体营销决策（HMDM）作为中介的情况下，FMAC显着影响企业的竞争营销绩效（FCMP）。此外，人工智能 (AAI) 的采用增强了 FMAC-HMDM 和 FMAC-FCMP 链接的关系。

实际影响

本研究分析了 FMAC 如何增强 FCMP 并有助于基于资源的观点和技术能力理论。从管理的角度来看，为营销人员提供了采用人工智能等先进技术来优化 FMAC 和 HMDM 以实现有竞争力的营销绩效的指导方针。

原创性/价值

本研究认为“如何在数据丰富的环境下实现营销绩效竞争力”，首次利用企业管理者的数据来促进对FMAC的理解，为提高营销绩效提供了新的方向。此外，还提出了 HMDM 和 AAI 供企业优化 FCMP。