Can data analytics raise marketing agility?-A sense-and-respond perspective

Abstract

Data analytics (DA) is a growing technique to generate knowledge of and to raise responsiveness to marketplace, yet relatively few studies clarified its framework and to examine its effects on marketing actions. This study builds a DA framework based on sense-and-respond perspective and practices and accordingly examines their impact on marketing agility and the mediating effects of market knowledge specificity. We conduct in-depth interviews and surveys to measure the new framework. Results from 198 observations confirm the new framework and indicate that the DA constructs have positive but different effects on marketing agility and the mediation of market knowledge specificity.