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Doctoral Thesis
DOI
Document
Author
Full name
Gabriel Navarro Bedante
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2019
Supervisor
Committee
Veloso, Andres Rodriguez (President)
Hamza, Kavita Miadaira
Lopes, Evandro Luiz
Pinochet, Luis Hernan Contreras
Title in Portuguese
Orientação para marketing analytics: antecedentes e impacto no desempenho do negócio.
Keywords in Portuguese
Alceste
Analytics
Big Data
Marketing
PLS-SEM
Abstract in Portuguese
Com a evolução tecnológica pela qual o mundo vem passando nos últimos anos, o tema Marketing Analytics vem ganhando relevância gerencial e acadêmica. No entanto, pouco se avançou no entendimento do que determina a inclinação de uma empresa a adotar a prática de Analytics para tomada de decisão nas atividades de Marketing, ou seja, sua Orientação para Marketing Analytics (OMA). Além disso, pouco se sabe sobre os impactos dessa orientação nos resultados da empresa. Para suprir essas lacunas, essa pesquisa buscou entender quais os construtos antecedentes que poderiam influenciar a Orientação para Marketing Analytics, bem como se essa orientação levaria a um melhor desempenho do negócio. Para tanto, por meio de uma vasta revisão da literatura, delimitou-se o escopo de Orientação para Marketing Analytics, apresentando uma definição para o construto, um modelo teórico e proposições de pesquisa. Na etapa seguinte, foram feitas entrevistas em profundidade com especialistas em Analytics e executivos de marketing para aprofundar o conceito de Orientação para Marketing Analytics e para entender quais os determinantes para uma empresa ser orientada para Marketing Analytics. A terceira e última parte desse trabalho se focou em desenvolver um modelo de mensuração para Orientação para Marketing Analytics e testar o modelo estrutural proposto junto a uma amostra de 127 profissionais de marketing e especialistas em Analytics. As respostas foram analisadas por meio de Modelagem de Equações Estruturais (PLS-SEM) e os resultados indicaram que o suporte da alta administração desempenha um papel relevante na valorização de habilidades analíticas das pessoas, nos investimentos em infraestrutura tecnológica e na orientação para processos da empresa. Além disso, observou-se que todos esses antecedentes apresentam influência significativa na Orientação para Marketing Analytics da empresa que, por sua vez, tem impacto positivo no desempenho percebido do negócio.
Title in English
Marketing analytics orientation: antecedents and impact on business performance
Keywords in English
Alceste
Analytics
Big Data
Marketing
PLS-SEM
Abstract in English
With the technological evolution that the world has been going through in recent years, the topic Marketing Analytics has gained managerial and academic relevance. However, little progress has been made in understanding what determines a company's willingness to adopt the practice of Analytics for decision-making in Marketing activities, ie its Marketing Analytics Orientation (MAO). In addition, little is known about the impacts of this orientation on company results. To fill these gaps, this research sought to understand which antecedent could influence the Marketing Analytics Orientation, as well as whether such orientation would lead to better business performance. To do so, through a vast literature review, the scope of Marketing Analytics Orientation was delimited, presenting a definition for the construct, a theoretical model and research propositions. In the next step, in-depth interviews were conducted with analytics experts and marketing executives to deepen the concept of Marketing Analytics Orientation and to understand the determinants for a company to be Marketing Analytics-oriented. The third and final part of this work focused on developing a measurement model for Marketing Analytics Orientation and testing the proposed structural model with a sample of 127 marketing professionals and Analytics experts. The responses were analyzed through Structural Equation Modeling (PLS-SEM) and the results indicated that the top management support plays a relevant role in the appreciation of people's analytical skills, on investments in technological infrastructure and in the company's processes orientation. The result of this work showed that all of these antecedents had significant influence on the company's Marketing Analytics Orientation, which in turn had a positive impact on the perceived performance of the business.
 
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CorrigidoGabriel.pdf (3.25 Mbytes)
Publishing Date
2019-05-10
 
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