Title: Understanding the nature of marketing analytics in Ghana: a study of multinational firms

Authors: Endonna Edwin Dzandu; Mahmoud Abdulai Mahmoud; Robert Ebo Hinson; Kobby Mensah; John Paul Kosiba

Addresses: Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG, 78 Legon, Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG, 78 Legon, Accra, Ghana ' Ghana Communication Technology University, PMB 100, Tesano, Accra, Ghana ' Department of Marketing and Entrepreneurship, University of Ghana Business School, P.O. Box LG, 78 Legon, Accra, Ghana ' Department of Marketing, University of Professional Studies, P.O. Box 149, Legon – Accra, Ghana

Abstract: The study investigates the nature of marketing analytics within organisations in Ghana. Utilising a case study strategy, four multinational organisations were purposively sampled. The study finds that marketing analytics is still developing in most organisations and is mainly used for promotion. Major findings showed that the type of organisation and competition were key factors affecting the use of analytics in marketing. Finally, some successes with the use of analytics in marketing include effective tracking of marketing performance and campaigns while some challenges arose from dealing with third party organisations and a lack of employee knowledge with the use of various marketing analytics software/tools. The study recommends that organisations must develop a culture centred on the use of analytics in marketing and train employees to better utilise analytical software/tools.

Keywords: marketing analytics; analytics; big data; marketing; multinational firms; organisation; Ghana.

DOI: 10.1504/IJBIS.2026.152207

International Journal of Business Information Systems, 2026 Vol.51 No.3, pp.269 - 289

Received: 24 Feb 2021
Accepted: 09 Apr 2022
Published online: 11 Mar 2026 *

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