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Impact of analytics on strategic marketing performance
(İstanbul Ticaret Üniversitesi, 2019) Çengel, Özgür; Ledo Hernandez, David
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. Even if most of the marketers seem to be aware of this, the number of companies collecting and leveraging their data is relatively reduced. In a general way there exist several practices of strategic marketing, but in order to be consistent they must be closely integrated to the business nature. This complicates their application and increases the costs. In this research, STP bases are analyzed and the potential application of current existing Business Intelligence tools.