Value creation through marketing data analytics: the distinct contribution of data analytics assets and capabilities to unit and firm performance
| dc.contributor.author | Sáenz Martínez, Josune | |
| dc.contributor.author | Ortiz de Guinea, Ana | |
| dc.contributor.author | Peñalba Aguirrezabalaga, Carmela | |
| dc.date.accessioned | 2024-11-13T18:28:07Z | |
| dc.date.available | 2024-11-13T18:28:07Z | |
| dc.date.issued | 2022-12 | |
| dc.date.updated | 2024-11-13T18:28:07Z | |
| dc.description.abstract | This study answers research calls regarding data analytics in a specific unit and its impact at the unit and organizational level. In doing so, it takes an information value chain approach to theorize about how quality data and IT-enabled data analytics sensing capability in the marketing unit relate differently to the unit performance as well as to firm-level performance. Results from a survey of 346 firms confirm the hypotheses by showing partially and fully mediated effects for quality data, and direct and partially mediated effects for sensing capability. | en |
| dc.description.sponsorship | This work was supported by Hezkuntza Saila, Eusko Jaurlaritza (Department of Education, Basque Government) (Grant No. PRE_2019_1_0292). | en |
| dc.identifier.citation | Sáenz, J., Ortiz de Guinea, A., & Peñalba-Aguirrezabalaga, C. (2022). Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance. Information and Management, 59(8). https://doi.org/10.1016/J.IM.2022.103724 | |
| dc.identifier.doi | 10.1016/J.IM.2022.103724 | |
| dc.identifier.issn | 0378-7206 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14454/1840 | |
| dc.language.iso | eng | |
| dc.publisher | Elsevier B.V. | |
| dc.rights | © 2022 The Author(s) | |
| dc.subject.other | Data analytics | |
| dc.subject.other | Information value chain | |
| dc.subject.other | IT-enabled sensing capability | |
| dc.subject.other | Market performance | |
| dc.subject.other | Marketing innovation | |
| dc.subject.other | Quality data | |
| dc.title | Value creation through marketing data analytics: the distinct contribution of data analytics assets and capabilities to unit and firm performance | en |
| dc.type | journal article | |
| dcterms.accessRights | open access | |
| oaire.citation.issue | 8 | |
| oaire.citation.title | Information and Management | |
| oaire.citation.volume | 59 | |
| oaire.licenseCondition | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| oaire.version | VoR |
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