Gabriel Navarro Bedante
Doctorate – Marketing Analytics Orientation: antecedents and impact on business performance
Advisor: Prof. Dr. Andrés Rodriguez Veloso
Comission: Profs. Drs. Luis Hernan Contreras Pinochet, Evandro Luiz Lopes and Kavita Miadaira Hamza
Class: 217, FEA-5
With the technological evolution that the world has been going through in recent years, the topic Marketing Analytics has been gaining managerial and academic relevance. However, the lack of clarity about its concept hinders its understanding and also the creation of a measurement model that makes it possible to objectively relate the level at which a company uses Analytics to make decisions in Marketing activities, that is, its Marketing Analytics Orientation (MAO). This research has addressed this problem in three distinct stages. Firstly, we sought to understand the antecedent constructs that could influence the Marketing Analytics Orientation (MAO). To do so, through a vast literature review, the scope of Marketing Analytics Orientation (MAO) was delimited, presenting a definition for the construct, a theoretical model in which the Marketing Analytics Orientation (MAO) was positioned as a central construct, and finally research propositions were offered. In the next stage, in-depth interviews were conducted with experts, marketing and technology executives to deepen the concepts raised in the previous stage and to understand practical aspects related to the subject. The content of the interviews was analyzed through Lexical Context Analysis of a Set of Text Segments (ALCESTE) to extract the main classes formed. These analyzes have shown that a company’s Marketing Analytics Orientation (MAO) is supposed to lead to better performance because of greater clarity of customer focus and greater accuracy and efficiency of marketing actions. In order to reach it, however, it was identified that the support of the top management of the company, in addition to technological infrastructure, trained people and structured processes are necessary, which led to a refinement of the theoretical model proposed in the previous stage. The third and final part of this work focused on developing a measurement model for Marketing Analytics Orientation (MAO) and in evaluating the proposed structural model using Partial Least Squares Structural Equations Modeling (PLS-SEM). The results indicate that top management support plays a significant role in building people’s analytical skills, investing in technology infrastructure, and guiding the company’s processes. However, only analytical skills and process orientation have significant influence on the company’s Marketing Analytics Orientation (MAO) and this orientation has a positive impact on business performance.
*Abstract provided by the author