Contemporary Issues in Digital Marketing

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Data-driven marketing processes

Boundaries and how to overcome them

Heidi Länsipuro and Heikki Karjaluoto

DOI: 10.4324/9781003093909-4

Introduction

The enormous sets of data that are currently accessible for organisational use can both overwhelm and offer new opportunities to today’s marketing professionals. Ever-developing web and technological advancements present marketers with better approaches to measuring, optimising and automating marketing processes; as a result, marketers are increasingly placing analytics and data analysis at the centre of organisations’ marketing functions (Day and Moorman, 2016). Despite various advancements in data interfaces and services, drawing conclusions that could prompt feasible action are not ...