IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v10y2022i2d10.1057_s41270-020-00098-0.html
   My bibliography  Save this article

Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework

Author

Listed:
  • Matthew D. Vollrath

    (Ohio Wesleyan University)

  • Salvador G. Villegas

    (Northern State University)

Abstract

The use of analytics data in digital marketing has had a profound impact on the way marketers create consumer relationships and how firms make decisions. However, the marketing analytics literature offers little guidance on how digital marketing analytics tools should be selected and leveraged in service to the firm’s overall strategy. Foundational marketing theory and research concerning the origin of consumer value and the primary importance of the consumer decision journey to strategy formation offer a pathway to evaluating digital marketing tools and analysis in a strategic and theoretically sound manner. This paper builds on seminal marketing thought to propose a conceptual framework that places use of digital marketing analytics tools and channels in the context of a firm’s marketing plan. The framework has diverse applications across many industries and platforms and can help markers avoid falling victim to digital marketing analytics myopia, even as evolving technologies and broader societal forces like the response to Covid-19 accelerate the digitalization of marketing.

Suggested Citation

  • Matthew D. Vollrath & Salvador G. Villegas, 2022. "Avoiding digital marketing analytics myopia: revisiting the customer decision journey as a strategic marketing framework," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 106-113, June.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:2:d:10.1057_s41270-020-00098-0
    DOI: 10.1057/s41270-020-00098-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-020-00098-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41270-020-00098-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Tabesh, Pooya & Mousavidin, Elham & Hasani, Sona, 2019. "Implementing big data strategies: A managerial perspective," Business Horizons, Elsevier, vol. 62(3), pages 347-358.
    2. Edward C. Malthouse & Wei-Lin Wang & Bobby J. Calder & Tom Collinger, 2019. "Process control for monitoring customer engagement," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(2), pages 54-63, June.
    3. Antony Young, 2014. "Brand Media Strategy," Palgrave Macmillan Books, Palgrave Macmillan, edition 0, number 978-1-137-44771-5, May.
    4. Vakulenko, Yulia & Shams, Poja & Hellström, Daniel & Hjort, Klas, 2019. "Service innovation in e-commerce last mile delivery: Mapping the e-customer journey," Journal of Business Research, Elsevier, vol. 101(C), pages 461-468.
    5. Maria Petrescu & Anjala S. Krishen, 2017. "Marketing analytics: from practice to academia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 45-46, June.
    6. Patrick Mikalef & Ilias O. Pappas & John Krogstie & Michail Giannakos, 2018. "Big data analytics capabilities: a systematic literature review and research agenda," Information Systems and e-Business Management, Springer, vol. 16(3), pages 547-578, August.
    7. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    8. Andrea L. Micheaux & Birgit Bosio, 2019. "Customer journey mapping as a new way to teach data-driven marketing as a service," Post-Print hal-02333069, HAL.
    9. Faulds, David J. & Mangold, W. Glynn & Raju, P.S. & Valsalan, Sarath, 2018. "The mobile shopping revolution: Redefining the consumer decision process," Business Horizons, Elsevier, vol. 61(2), pages 323-338.
    10. José Ramón Saura & Pedro Palos-Sánchez & Luis Manuel Cerdá Suárez, 2017. "Understanding the Digital Marketing Environment with KPIs and Web Analytics," Future Internet, MDPI, vol. 9(4), pages 1-13, November.
    11. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    12. De Keyser, Arne & Schepers, Jeroen & Konuş, Umut, 2015. "Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 453-456.
    13. Ali, Abdul & Mancha, Ruben & Pachamanova, Dessislava, 2018. "Correcting analytics maturity myopia," Business Horizons, Elsevier, vol. 61(2), pages 211-219.
    14. Anjala S. Krishen & Maria Petrescu, 2017. "The world of analytics: interdisciplinary, inclusive, insightful, and influential," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(1), pages 1-4, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maria Petrescu & Anjala S. Krishen, 2023. "Mapping 2022 in Journal of Marketing Analytics: what lies ahead?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 1-4, March.
    2. Marina Proença & Tomas Sparano Martins, 2024. "The role of absorptive capacity in the use of digital marketing analytics for effective marketing decisions," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 687-700, September.
    3. Agag, Gomaa & Shehawy, Yasser Moustafa & Almoraish, Ahmed & Eid, Riyad & Chaib Lababdi, Houyem & Gherissi Labben, Thouraya & Abdo, Said Shabban, 2024. "Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Nikos Kanellos & Marina C. Terzi & Nikolaos T. Giannakopoulos & Panagiotis Karountzos & Damianos P. Sakas, 2024. "The Economic Dynamics of Desktop and Mobile Customer Analytics in Advancing Digital Branding Strategies: Insights from the Agri-Food Industry," Sustainability, MDPI, vol. 16(14), pages 1-28, July.
    5. Roger Silva Wegner & Deoclécio Junior Cardoso Silva & Claudimar Pereira Veiga & Vania Fátima Barros Estivalete & Vanessa Piovesan Rossato & Michel Barboza Malheiros, 2024. "Performance analysis of social media platforms: evidence of digital marketing," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 599-610, September.
    6. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    7. Larisa Sharakhina & Irina Ilyina & Dmitrii Kaplun & Tatiana Teor & Valeria Kulibanova, 2024. "AI technologies in the analysis of visual advertising messages: survey and application," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 1066-1089, December.
    8. Emrah Oney & Iman Aghaei, 2024. "Consumer complaint intentions: the impact of general and specific self-confidence," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 390-410, June.
    9. Greg Grovey, Diana Garza & Greg Grovey, Diana Garza, 2023. "How Different Digital Marketing Techniques Drive and Empower Sneakerhead Purchasing Behaviors: A Theoretical Literature Review," RAIS Conference Proceedings 2022-2024 0258, Research Association for Interdisciplinary Studies.
    10. Shimi Naurin Ahmad & Michel Laroche, 2023. "Extracting marketing information from product reviews: a comparative study of latent semantic analysis and probabilistic latent semantic analysis," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 662-676, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    2. Imran Bashir Dar & Muhammad Bashir Khan & Abdul Zahid Khan & Bahaudin G. Mujtaba, 2021. "A qualitative analysis of the marketing analytics literature: where would ethical issues and legality rank?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 242-261, September.
    3. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    4. Gül Yazıcı & Tuğçe Ozansoy Çadırcı, 2024. "Creating meaningful insights from customer reviews: a methodological comparison of topic modeling algorithms and their use in marketing research," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 865-887, December.
    5. Pratik Verma & Shaurya Agarwal & Pushkin Kachroo & Anjala Krishen, 2017. "Declining transportation funding and need for analytical solutions: dynamics and control of VMT tax," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 131-140, December.
    6. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    7. Maria Petrescu & Anjala S. Krishen, 2021. "A tribute to our heroes and thoughts about collaborative relationships," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 81-82, June.
    8. Yanbo Zhang & Chuanlan Liu & Chunmin Lang, 2025. "How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(1), pages 128-144, March.
    9. Rajesh Chidananda Reddy & Biplab Bhattacharjee & Debasisha Mishra & Anandadeep Mandal, 2022. "A systematic literature review towards a conceptual framework for enablers and barriers of an enterprise data science strategy," Information Systems and e-Business Management, Springer, vol. 20(1), pages 223-255, March.
    10. Mariani, Marcello M. & Nambisan, Satish, 2021. "Innovation Analytics and Digital Innovation Experimentation: The Rise of Research-driven Online Review Platforms," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    11. Anjala S. Krishen & Maria Petrescu, 2018. "Marketing analytics: delineating the field while welcoming crossover," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(4), pages 117-119, December.
    12. Tabesh, Pooya & Mousavidin, Elham & Hasani, Sona, 2019. "Implementing big data strategies: A managerial perspective," Business Horizons, Elsevier, vol. 62(3), pages 347-358.
    13. Milioti, Christina & Pramatari, Katerina & Kelepouri, Ioanna, 2020. "Modelling consumers’ acceptance for the click and collect service," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    14. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    15. Huang, Qian & Chen, Juan & Li, Ruoxi & Liu, Jingtong, 2024. "Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement," Journal of Business Research, Elsevier, vol. 170(C).
    16. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    17. Ludivine Ravat & Aurélie Hemonnet-Goujot & Sandrine Hollet-Haudebert, 2023. "Data-driven innovation capability of marketing: an exploratory study of its components and underlying processes," Post-Print hal-04151199, HAL.
    18. Ladi Daodu & Prof. Dr. Amiya Bhaumik, 2024. "Impacts of Innovation and Business Analytics on the Performance of the Service Sector in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(6), pages 77-91, June.
    19. Ahmad Ibrahim Aljumah & Mohammed T. Nuseir & Md. Mahmudul Alam, 2021. "Traditional marketing analytics, big data analytics and big data system quality and the success of new product development," Post-Print hal-03538161, HAL.
    20. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:10:y:2022:i:2:d:10.1057_s41270-020-00098-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.