Data-driven marketing processes : Boundaries and how to overcome them

Abstract

Data-driven decision-making is gaining attention across organisational industries and capacities, and marketing is no exception. Data analysis and varying marketing analytics empower organisations of different sizes and business volumes to use maintainable execution results and constant development through data-driven processes in a variety of areas, such as advertising. Despite marketing’s benefits, experts lack the toolsets, abilities and procedures needed to transform this information into insights and subsequently put them into practice. Furthermore, research has yet to determine the various boundaries for utilising data-driven marketing in practice. The existing gap in current research and practice needs to be addressed to further academic and practical utilisation of data-driven methods in marketing. Therefore, this chapter seeks to identify the most common barriers to data-driven marketing as well as offer practical solutions.