Sáenz Martínez, JosuneOrtiz de Guinea, AnaPeñalba Aguirrezabalaga, Carmela2024-11-132024-11-132022-12Sáenz, 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.2022.1037240378-720610.1016/J.IM.2022.103724https://hdl.handle.net/20.500.14454/1840This 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.eng© 2022 The Author(s)Data analyticsInformation value chainIT-enabled sensing capabilityMarket performanceMarketing innovationQuality datajournal article2024-11-13