THE DATA HIERARCHY: factors influencing the adoption and implementation of data-driven decision making
Abstract
Marketing practitioners have access to a rapidly increasing quantity and variety of data from customers and other stakeholders. Managers use the term “Big Data” to describe this avalanche of information, which many view as critical to providing a better understanding of customers and markets. This research uses interviews with managers to examine the marketing function’s perspective on data-driven decision making within the firm. Based on...
Paper Details
Title
THE DATA HIERARCHY: factors influencing the adoption and implementation of data-driven decision making
Published Date
Jun 6, 2019
Journal
Volume
9
Issue
3-4
Pages
230 - 248
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History