Innovating at Speed/Scale with ROI Today at the Gartner Marketing Symposium and Gartner Data Analytics Summit, Redpoint is highlighting key innovations in rg1, Redpoint's leading CDP platform. Prioritizing
Suresh Narayanan, CMD, Nestle India and Chairman, CII National Committee on Food Processing Industries, made an appeal to return to the roots while also being relevant in the fast-paced, digitally-driven society that we live in, while speaking at the
Best Media Info: Narayanan was speaking at the 6th CII Marketing Leadership Summit 2022 - titled ‘Marketing Agility in the Age of Uncertainty’| Marketing News
The rise of sharing economy has accelerated the growth of marketing analytics to match demand and supply in industrial markets. However, the conceptualization of marketing analytics remains unclear in the sharing economy. Theorizing market turbulence as the dark side of the sharing economy, this study presents a marketing analytics capability model using dynamic capabilities and contingency theories to advance thought and practice in industrial marketing research. Using a thematic analysis and a survey-based empirical study on B2B cloud sharing platforms (n = 252), the findings present pattern identification, real-time solutions and data governance as the antecedents of marketing analytics capability with its holistic effects on marketing agility and marketing effectiveness. The empirical findings further support the mediating role of marketing agility and the moderating impact of market turbulence on marketing analytics-effectiveness and marketing agility-effectiveness chain. Overall,