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Can Better Marketing Data Lead to Stronger Performance?

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Data can lead to confusion or clarity. As the market becomes more versatile companies will need betters ways of measuring.   Research by Homburg et. al. (2012) delves into what makes successful marketing data management and what doesn’t. They use a more complex contingency-based model that studies the association between market performance and data through the concepts of breadth, strategy fit, and cause & affect.  There are many examples of data systems that include dashboards and balanced score cards. The right kind of data can lead to conclusions about cause and effect and this can have great benefits for organizations seeking a path to navigate. Data management is a method of drawing key measurements from the environment and aligning organizational activities for greater market performance.  The greatest benefits of data appear to be from those who seek to create a differentiation strategy. This means that the firm is selling products that compete within certain d