Fostering B2B sales with customer big data analytics

被引：102
|
作者：
Hallikainen, Heli [1 ]
Savimaki, Emma [1 ]
Laukkanen, Tommi [1 ]
机构：
[1] Univ Eastern Finland, Business Sch, POB 111, FI-80101 Joensuu, Finland
来源：
INDUSTRIAL MARKETING MANAGEMENT | 2020年 / 86卷
关键词：
Big data analytics; Customer analytics; Marketing analytics; Firm performance; Customer relationship management; Big data-enhanced database marketing; RESOURCE-BASED VIEW; FIRM PERFORMANCE; RELATIONSHIP MANAGEMENT; FINANCIAL PERFORMANCE; PREDICTIVE ANALYTICS; DECISION-MAKING; METHOD VARIANCE; SUCCESS; CRM; CHALLENGES;
D O I：
10.1016/j.indmarman.2019.12.005
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study focuses on the use of big data analytics in managing B2B customer relationships and examines the effects of big data analytics on customer relationship performance and sales growth using a multi-industry dataset from 417 B2B firms. The study also examines whether analytics culture within a firm moderates these effects. The study finds that the use of customer big data significantly fosters sales growth (i.e. monetary performance outcomes) and enhances the customer relationship performance (non-monetary performance outcomes). However, the latter effect is stronger for firms which have an analytics culture which supports marketing analytics, whereas the former effect remains unchanged regardless of the analytics culture. The study empirically confirms that customer big data analytics improves customer relationship performance and sales growth in B2B firms.
引用
收藏
页码：90 / 98
页数：9
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