Impact of Analytics on Strategic Marketing Performance

Authors : David LEDO HERNANDEZ, Özgür ÇENGEL

Pages : 17-29

View : 37 | Download : 15

Publication Date : 2019-02-01

Article Type : Research Paper

Abstract :In the current era of digitalization new tools are being used to create competitive advantages in the market. The use of analytics in the strategic marketing involving segmenting, targeting and positioning STP , have become a differentiator between successful and non-successful organizations that have access to big data.
Keywords : analytics, Big Data, strategic Marketing, segmenting, targeting, positioning, business intelligence