Marketing metrics, Big Data and the role of the marketing department

Carla Freitas Silveira Netto, Luiz Antonio Slongo


Marketing metrics are a way of proving the result of marketing efforts and ensure its relevance inside companies. Big Data can be an opportunity for marketing to gain even more importance since access to a greater volume of information makes possible to develop new metrics. The present paper verifies if this is a reality on marketing departments, if the department is involved in developing or reporting metrics, and in the use of Big Data. To achieve this goal, first, we develop premises from the literature so that, after, we can confront it with reality, captured by interviews with marketing practitioners that work on different economic sectors. We intend to present possibilities for future research and to foster discussion about the marketing department responsibility to present metrics about the results of its actions.


Marketing metrics; Big Data; Business intelligence

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Revista de Administração da UFSM. Brazilian Journal of Management

Universidade Federal de Santa Maria, Santa Maria, Rio Grande do Sul, Brasil, eISSN 1983-4659