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IranServer´s Digital Marketing Transformation: A Study of the Adoption of Marketing Dashboards
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.07 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The rapid growth in data generation and collection has led organizations to seek valuable insights from
vast amounts of structured and unstructured data. Marketing dashboards have emerged as a key tool
in measuring performance, transforming unstructured data into critical business and market insights
through visualizations. However, effectively utilizing these insights and selecting the right metrics
remains a significant challenge for organizations. Existing literature lacks comprehensive support for
the complex and social aspects of technology adoption, often relying on generalized models such as
the Technology Acceptance Model (TAM) without contextual relevance. This research aims to address
this gap by exploring the contextual understanding of the adoption process of marketing dashboards,
specifically within the e-commerce industry. The primary objective is to identify the factors that
contribute to the adoption of marketing dashboards among marketers. A conceptual model was
developed and validated through eight semi-structured interviews with managers and marketing
specialists at IranServer, an Iranian web hosting company.
The study incorporates the perspectives of IranServer employees while also aiming to provide insights
applicable to the broader e-commerce industry. Additional factors mentioned by interviewees are
integrated into the context-driven model for the adoption of marketing dashboards. Furthermore, a
ranking-type study is conducted to operationalize the factors based on perceived importance. The
results of the interviews enhance and update the conceptual model.
Key factors contributing to the adoption of marketing dashboards, as identified through the interviews,
include user characteristics, customizability, financial constraints, software complexity, and data
quality.
This research provides a comprehensive context-driven factor model that can be utilized by
researchers studying technology adoption from a contextual perspective. The findings contribute to a
better understanding of the adoption process and offer valuable insights for organizations seeking to
implement marketing dashboards in the e-commerce industry, with IranServer serving as a practical
case study.
Descrição
Internship Report presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Marketing Dashboards Digital Marketing Dashboards Technology Adoption e-Commerce Industry