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Dergiler / İstanbul Ticaret Üniversitesi Teknoloji ve Uygulamalı Bilimler Dergisi / 2019 / Cilt: 1 - Sayı: 2

Impact of Analytics on Strategic Marketing Performance

David LEDO HERNANDEZ,Özgür ÇENGEL

Sayfa
17–29
DOI
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Abstract

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.