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Unlocking the Power of Data Quality and Integration: Enhancing Marketing Performance in Retail through CRM
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Autores
Resumo(s)
Data integration and quality play a crucial role in the current marketing landscape, directly
influencing the performance of an organization's strategies and initiatives. This study
investigates how data integration and quality impact marketing performance. Partial least
squares structural equation modeling (PLS-SEM) was used with data from 282 marketing
specialists working in retail to test the conceptual model. The findings suggest that improving
data quality and integration can enhance marketing performance and customer loyalty. These
insights underscore the importance of a multifaceted approach in future research and
practice. Practical implications include recommending businesses prioritize data integration
and invest in analytical Customer Relationship Management systems to drive performance.
The potential benefits can extend to offering more personalized customer experiences,
increasing market share, and fostering sustainable growth. Future research should address
the identified limitations and explore new questions to further refine the understanding of
data's role in marketing success.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
Data integration Data quality Marketing Performance Customer Relationship Management Customer Loyalty Digital Marketing Strategy SDG 8 - Decent work and economic growth