Data‐driven services marketing in a connected world

Data‐driven services marketing in a connected world Purpose – The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored. Design/methodology/approach – A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed. Findings – The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed. Practical implications – The results demonstrate the need for executive service marketing dashboards that include key metrics that are service‐relevant, complementary and forward‐looking, with proven linkages to business outcomes. Originality/value – This paper provides a synthesis of data‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231311327021
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored. Design/methodology/approach – A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed. Findings – The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed. Practical implications – The results demonstrate the need for executive service marketing dashboards that include key metrics that are service‐relevant, complementary and forward‐looking, with proven linkages to business outcomes. Originality/value – This paper provides a synthesis of data‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research.

Journal

Journal of Service ManagementEmerald Publishing

Published: Jun 14, 2013

Keywords: Services marketing; Data management; Customer measures; Customer metrics; Dashboard; Data‐driven marketing; Services; Digital; Neurophysiological; Neuroscience; Measurement

References

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