Impact of Analytics on Strategic Marketing Performance

Year 2019, Volume: 1 Issue: 2, 17 - 29, 01.02.2019

David Ledo Hernandez Özgür Çengel

Abstract

In the current era of digitalization new tools are being used to create competitive advantages in the market. The use of analytics in the strategic marketing involving segmenting, targeting and positioning STP , have become a differentiator between successful and non-successful organizations that have access to big data.

Keywords

analytics, Big Data, strategic Marketing, segmenting, targeting, positioning, business intelligence.

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