Title: A review of determinants of marketing analytics adoption by business enterprises

Authors: Nilesh Gokhale; Partha Saha

Addresses: Symbiosis Institute of Media and Communication (SIMC), Symbiosis International (Deemed University), Lavale, Pune, India ' Amrita Vishwa Vidyapeetham, India

Abstract: This paper presents a systematic review and analysis of determinants of marketing analytics adoption by business enterprises. Multiple but limited research studies have attempted to study the determinants of marketing analytics' adoption but there is no research that comprehensively reviews and analyses the existing studies and gives holistic findings indicating determinants of marketing analytics' adoption. Multiple determinants of the marketing analytics adoption have emerged from this study out of which six determinants emerge out as the most referred determinants. Those determinants are the attitude and support of top management towards adoption, availability of suitable data, reliable information technology (IT) infrastructure, return on investment (RoI), the complexity of the proposed model, and data security. These determinants can be broadly classified into three dimensions viz. technological, organisational, and environmental dimensions. The findings will provide helpful direction to further research in the field of MA to academicians, researchers as well as enterprises.

Keywords: marketing analytics; marketing technologies; literature review; adoption; determinants; marketing mix; business enterprises; business analytics; big data.

DOI: 10.1504/IJEMR.2023.133947

International Journal of Electronic Marketing and Retailing, 2023 Vol.14 No.4, pp.453 - 471

Received: 11 Jul 2021
Accepted: 07 Feb 2022
Published online: 06 Oct 2023 *

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