Can data analytics raise marketing agility?-A sense-and-respond perspective

Data analytics (DA) is a growing technique to generate knowledge of and to raise responsiveness to marketplace, yet relatively few studies clarified its framework and to examine its effects on marketing actions. This study builds a DA framework based on sense-and-respond perspective and practices and accordingly examines their impact on marketing agility and the mediating effects of market knowledge specificity. We conduct in-depth interviews and surveys to measure the new framework. Results from 198 observations confirm the new frame-work and indicate that the DA constructs have positive but different effects on marketing agility and the mediation of market knowledge specificity.