Data analytics (DA) is a growing technique to generate knowledge of and to raise responsiveness to marketplace, yet relatively few studies clarified its framework and to examine its effects on marketing actions. This study builds a DA framework based on sense-and-respond perspective and practices and accordingly examines their impact on marketing agility and the mediating effects of market knowledge specificity. We conduct in-depth interviews and surveys to measure the new framework. Results from 198 observations confirm the new framework and indicate that the DA constructs have positive but different effects on marketing agility and the mediation of market knowledge specificity.

数据分析 (DA) 是一种不断发展的技术，用于生成市场知识和提高对市场的响应能力，但相对较少的研究阐明了其框架并检查了其对营销行为的影响。本研究构建了一个基于感知和响应视角和实践的 DA 框架，并相应地检验了它们对营销敏捷性的影响和市场知识特异性的中介效应。我们进行深入访谈和调查以衡量新框架。198 次观察的结果证实了新框架，并表明 DA 结构对营销敏捷性和市场知识特异性的中介具有积极但不同的影响。