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A Readiness Index for Marketing Analytics: A Resource-Based View Conceptualization for the Implementation Stage
Abstract
The marketing analytics function has received increasing attention from managers as information processing has permeated all marketing domain. However, value is realized once data is properly processed and firms develop and activate consumers and customers' insights to make decisions, that is, during the implementation stage of the marketing analytics function. This study aims to propose a research model to analyse how ready are organizations to reap the benefits of implementing the marketing analytics function and understand its impact on the overall marketing performance. The model is derived from the Resource-Based view of the firm, a research perspective that argues that for a firm to reach a sustainable competitive advantage, its key assets –the marketing function– has to be: valuable, rare, inimitable, and the organisation has to be capable of exploit such assets. Managerial and research implications are discussed and further research avenues are offered.
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