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Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results

Author

Listed:
  • Johnson, Mike

    (Senior Data Scientist, St. Charles Health System, USA)

  • Cousins, James

    (Analyst Manager, Rapid Insight, USA)

Abstract

Data analysis and soundly implemented analytics are critical aspects of marketing. Sound implementation, however, is not a guaranteed follow-on from data analysis projects. Strategically planning ahead for implementation is essential. In other words, the planning, methods and communication of results must integrate seamlessly into business requirements and objectives. Typically, the burden falls on executives and leadership to seek insights from analysts, but analysts can further their impact by proactively optimising their analysis for the implementation phase. This paper details a framework for guiding strategies that drive relevance, trust and adoption during all stages of analysis and the decision-making process.

Suggested Citation

  • Johnson, Mike & Cousins, James, 2022. "Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(3), pages 237-245, February.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:3:p:237-245
    as

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    More about this item

    Keywords

    marketing analytics; business intelligence; communication in business; strategic analytics; project design; stakeholder engagement; predictive analytics;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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