The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions

Abstract

According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However, investments in analytics have gradually declined and most research does not place the use of data in strategic processes. Thus, this paper proposes a model to evaluate the incorporation of external knowledge generated by data, with the organization's internal knowledge, through the insertion of the absorptive capacity as a mediator between the use of digital marketing data and the effectiveness of marketing decision-making. To this end, a survey of 144 Brazilian retail companies was conducted and it was found that there is mediation, but it is partial. The findings suggest some insights into actions that can be taken to improve the use of data by the organization, such as the importance of disseminating marketing data, so that it can be used strategically by decision-makers.

Assessing Customer Satisfaction to Support Future Improvement Strategies of Healthcare Systems: Evidences from Russia and Romania

“…Despite these differences, it is clear that the public clinics in both countries need to direct strategic actions towards almost the same service attributes. These findings also confirm some aspects presented in the specialized literature regarding the impact of information systems on the relationship with patients, the booking of the services, or the dissemination of information [14,15,20,21,36,37]. The competence of the personnel is also revealed as a possible differentiation factor in the market competition and as a determinant of service improvement [18,21,34,35].…”

“…This can help them target their marketing efforts more effectively, and personalize their communication with patients. Digital marketing analytics can also be used to provide real-time feedback, identify patients at risk, and track patient progress [36]. However, digital marketing is not enough to ensure the quality of healthcare, as people can hold stereotypes or bad attitudes created in the past, which can lead to a bad image and rejection of some services [37].…”