Impact of Analytics on Strategic Marketing Performance

  • David LEDO HERNANDEZ Istanbul Commerce University
  • Özgür ÇENGEL Istanbul Commerce University
Keywords: analytics, Big Data, strategic Marketing, segmenting, targeting, positioning, business intelligence.


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.


Even if most of the marketers seem to be aware of this, the number of companies collecting and leveraging their data is relatively reduced. In a general way there exist several practices of strategic marketing, but in order to be consistent they must be closely integrated to the business nature. This complicates their application and increases the costs. In this research, STP bases are analyzed and the potential application of current existing Business Intelligence tools.


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How to Cite
D. LEDO HERNANDEZ and Özgür ÇENGEL, “Impact of Analytics on Strategic Marketing Performance”, jtas, vol. 1, no. 02, pp. 17-29, Feb. 2019.