Status : Verified
| Personal Name | Enriquez, Earnest Frances G. |
|---|---|
| Resource Title | Evaluating data analytics platforms and practices in marketing departments using the McKinsey 7S framework |
| Date Issued | 01 January 2025 |
| Abstract | Marketing practices have improved due to the advancements in computing power and emerging technology, creating benefits for increased efficiency and streamlined workflow. This study examines the evolving role of data analytics in marketing departments within a global shared services company, which supports diverse business units across multiple regions. Through a mixed-method approach involving qualitative interviews and surveys with marketing professionals, the study explored variations in analytics platform usage across different departments. It explored the adoption of key performance metrics, leadership influence, technical tools, and know-how and their contribution to more targeted and efficient marketing strategies. A gap analysis evaluation using the McKinsey 7S framework was employed to check on the themes of Strategy, Structure, Systems, Style, Staff, Skills, and Shared Values. The results highlighted differences in how advanced teams leverage data analytics compared to lagging departments, identifying best practices and existing challenges. The findings show the critical role of unified analytics platforms and the utilization of emerging technology in driving efficiency and effectiveness within marketing operations. By bridging the gap between traditional and data-driven marketing approaches, the study offers practical recommendations for improving the adoption of data analytics across departments, ultimately enhancing business outcomes and organizational productivity. |
| Degree Course | Master of Technology Management |
| Language | English |
| Keyword | Marketing, Analytics, Shared services, Technology adoption, McKinsey 7S |
| Material Type | Thesis/Dissertation |
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