Adopting Marketing Analytics and Artificial Intelligence for Superior Marketing Performance: Insights from Information Technology-Enabled Firms
Abstract/Description
The arrival of analytics backed by artificial intelligence (AI) into the marketing domain has transformed the marketing field and opened a novel research area. Worldwide, firms use and enjoy the benefits of marketing analytics. In Pakistan, however, recent literature indicates that the potential of this emerging area has been recognised. The fundamental objective of this research is to explore the phenomenon of marketing analytics use and its obstacles/constraints in Pakistan and to determine if any new developments take place in a developing country. This study is qualitative; interviews are conducted with the middle and senior-level practitioners (with at least five years’ experience) belonging to information technology (IT) or IT-enabled firms including textile industry firms.
The findings revealed analytical culture, top management team, IT infrastructure and data governance as the most crucial capabilities required to deploy marketing analytics effectively for firms’ superior performance. The barriers are also explored that impede the implementation of marketing analytics that is integrated with AI. Moreover, distinctive resource requirements for organisations to benefit from big data in the marketing domain are discussed. Finally, the research study hopes to open novel avenues for future research and add to the extant literature its framework grounded in resource-based theory, upper echelons theory, and constraints theory.
Keywords
Marketing Analytics, Artificial Intelligence (AI), Barriers/Constraints (in Adopting Marketing Analytics), IT Infrastructure, Big Data Analytics, Marketing Performance
Track
Marketing
Session Number/Theme
Session 2A: Marketing
Session Chair
Dr. Nida Aslam Khan ; Dr. Ubaidullah Khoso
Start Date/Time
27-5-2023 11:30 AM
End Date/Time
27-5-2023 1:30 PM
Location
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
Recommended Citation
Baqai, S., Qureshi, J., & Salem, S. (2023). Adopting Marketing Analytics and Artificial Intelligence for Superior Marketing Performance: Insights from Information Technology-Enabled Firms. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2023/program/22
COinS
Adopting Marketing Analytics and Artificial Intelligence for Superior Marketing Performance: Insights from Information Technology-Enabled Firms
MCS-5, Aman-CED, Second Floor, Institute of Business Administration
The arrival of analytics backed by artificial intelligence (AI) into the marketing domain has transformed the marketing field and opened a novel research area. Worldwide, firms use and enjoy the benefits of marketing analytics. In Pakistan, however, recent literature indicates that the potential of this emerging area has been recognised. The fundamental objective of this research is to explore the phenomenon of marketing analytics use and its obstacles/constraints in Pakistan and to determine if any new developments take place in a developing country. This study is qualitative; interviews are conducted with the middle and senior-level practitioners (with at least five years’ experience) belonging to information technology (IT) or IT-enabled firms including textile industry firms.
The findings revealed analytical culture, top management team, IT infrastructure and data governance as the most crucial capabilities required to deploy marketing analytics effectively for firms’ superior performance. The barriers are also explored that impede the implementation of marketing analytics that is integrated with AI. Moreover, distinctive resource requirements for organisations to benefit from big data in the marketing domain are discussed. Finally, the research study hopes to open novel avenues for future research and add to the extant literature its framework grounded in resource-based theory, upper echelons theory, and constraints theory.
