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

Authors

DOI:

https://doi.org/10.5902/1983465922046

Keywords:

Marketing metrics, Big Data, Business intelligence

Abstract

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.

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Author Biographies

Carla Freitas Silveira Netto, Universidade Federal do Rio Grande do Sul, Porto Alegre, RS

Doutoranda em administração/marketing pelo PPGA da UFRGS e bolsista do CNPq - Brasil. Mestre pelo Curso de Administração e Negócios - MAN da PUCRS (2010). Possui graduação em Comunicação Social - Publicidade e Propaganda pela Pontifícia Universidade Católica do Rio Grande do Sul (2003). Tem experiência na área de Inteligência de Mercado e Comunicação.

Luiz Antonio Slongo, Universidade Federal do Rio Grande do Sul, Porto Alegre, RS

Possui doutorado em Administração pela Universidade de São Paulo (1994). Atualmente é professor adjunto da Universidade Federal do Rio Grande do Sul. Tem experiência na área de Administração, com ênfase em Marketing, atuando principalmente nos seguintes temas: Marketing, Marketing Estratégico, Marketing de Relacionamento, Pesquisa em Marketing e Logística Empresarial.

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Published

2019-07-30

How to Cite

Netto, C. F. S., & Slongo, L. A. (2019). Marketing metrics, Big Data and the role of the marketing department. Revista De Administração Da UFSM, 12(3), 527–543. https://doi.org/10.5902/1983465922046

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