Firm Performance Implications of Marketing Analytics Innovation: A big data perspective

Event Date: 25 April 2024

Speaker: Amir Zahedi, Iowa State University

Time: 3-4.15pm

Location: Online - for further information and registration, please email sy-institute@strath.ac.uk

Abstract:

Firms increasingly seek competitive advantages based on marketing analytics innovations (MAIs)—new-to-the-market, data-enabled inventions that are specially developed for creating or updating marketing analytics systems within a firm. These high-tech tools, akin to the latest advancements in data analysis, promise to unlock deeper customer insights and market trends. Despite the rapid growth of these technologies, the big question remains: do these advanced technologies provide a competitive advantage that justifies their substantial investment? Using a unique firm-level panel dataset built from multiple secondary data sources including firms’ patent data, the study’s findings reveal that, on average, marketing analytics innovations positively influence multiple firm performance metrics. Yet, MAIs do not pay off for all firms, as different firm-level diversification strategies—technology diversification and market diversification—impede or accelerate the financial benefits of MAIs.

Biography:

Amir Zahedi is a fifth-year PhD candidate in marketing at Iowa State University. His research is focused on empirically studying the impacts of digital technology disruptions in the contemporary business landscape. Under this broad realm, his dissertation delves into a significant aspect of this field: data and analytics innovations. Specifically, Amir’s research focuses on how marketing analytics innovations and AI-driven digital innovations contribute to companies’ financial success. His interests also extend to exploring digital technology disruptions in various contexts, including sales domains, entrepreneurial ventures, the entertainment industry, and B2B/B2G sectors.

Published: 9 April 2024