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Understanding the nature of marketing analytics in Ghana: a study of multinational firms

Author

Listed:
  • Endonna Edwin Dzandu
  • Mahmoud Abdulai Mahmoud
  • Robert Ebo Hinson
  • Kobby Mensah
  • John Paul Kosiba

Abstract

The study investigates the nature of marketing analytics within organisations in Ghana. Utilising a case study strategy, four multinational organisations were purposively sampled. The study finds that marketing analytics is still developing in most organisations and is mainly used for promotion. Major findings showed that the type of organisation and competition were key factors affecting the use of analytics in marketing. Finally, some successes with the use of analytics in marketing include effective tracking of marketing performance and campaigns while some challenges arose from dealing with third party organisations and a lack of employee knowledge with the use of various marketing analytics software/tools. The study recommends that organisations must develop a culture centred on the use of analytics in marketing and train employees to better utilise analytical software/tools.

Suggested Citation

  • Endonna Edwin Dzandu & Mahmoud Abdulai Mahmoud & Robert Ebo Hinson & Kobby Mensah & John Paul Kosiba, 2026. "Understanding the nature of marketing analytics in Ghana: a study of multinational firms," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 51(3), pages 269-289.
    • Handle: RePEc:ids:ijbisy:v:51:y:2026:i:3:p:269-289
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