Adopting artificial intelligence and marketing analytics for data-driven decisions and cutting edge solutions
Abstract/Description
A few well-documented research studies show how the applications of artificial intelligence (AI) and marketing analytics leads to beneficial organisational results in the context of developed countries. However, in the scenario of Pakistan, being a developing country, marketing analytics implementation varies greatly amongst businesses, and many executives are still dubious about the potential rewards from such efforts.
We filled a research gap in the context of developing countries and draw on resource-based theory (RBV), knowledge-based view (KBV), dynamic capability, and upper echelon theory to develop, test, and empirically validate a conceptual framework that concerns the marketing analytics deployment at the organisational level to analyse its impact on firm performance and that also recognised the key antecedents of that application. A survey, through diffusing multiple scales, was conducted from 380 senior and middle level managers working in IT/IT enabled firms and textile sector. The data was analysed through Structural Equation Modelling through AMOS. Results demonstrate that organisations achieve favourable and evidently superior performance by devising cutting edge solutions through greater utilisation of AI-powered marketing analytics.
The analysis also brings out analytical culture, top management team, data governance as crucial capabilities of marketing analytics to deploy it effectively, however organisations that are at initial level need to tackle barriers that create hurdles to deploy marketing analytics effectively.
Keywords
Artificial Intelligence, Marketing Analytics, Analytical Culture, Top Management Team, Data Governance, Barriers to Marketing Analytics, Firm Performance
Track
Marketing
Session Number/Theme
3C: Marketing
Session Chair
Dr. Asim Shabir ; Dr. Saima Hussain
Start Date/Time
30-5-2024 5:00 PM
End Date/Time
30-5-2024 6:00 PM
Location
MCS-5, AMAN-CED Building
Recommended Citation
Baqai, S. R., & Qureshi, J. (2024). Adopting artificial intelligence and marketing analytics for data-driven decisions and cutting edge solutions. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2024/program/38
COinS
Adopting artificial intelligence and marketing analytics for data-driven decisions and cutting edge solutions
MCS-5, AMAN-CED Building
A few well-documented research studies show how the applications of artificial intelligence (AI) and marketing analytics leads to beneficial organisational results in the context of developed countries. However, in the scenario of Pakistan, being a developing country, marketing analytics implementation varies greatly amongst businesses, and many executives are still dubious about the potential rewards from such efforts.
We filled a research gap in the context of developing countries and draw on resource-based theory (RBV), knowledge-based view (KBV), dynamic capability, and upper echelon theory to develop, test, and empirically validate a conceptual framework that concerns the marketing analytics deployment at the organisational level to analyse its impact on firm performance and that also recognised the key antecedents of that application. A survey, through diffusing multiple scales, was conducted from 380 senior and middle level managers working in IT/IT enabled firms and textile sector. The data was analysed through Structural Equation Modelling through AMOS. Results demonstrate that organisations achieve favourable and evidently superior performance by devising cutting edge solutions through greater utilisation of AI-powered marketing analytics.
The analysis also brings out analytical culture, top management team, data governance as crucial capabilities of marketing analytics to deploy it effectively, however organisations that are at initial level need to tackle barriers that create hurdles to deploy marketing analytics effectively.
