Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Benefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysis
Authors: Zumstein, Darius
Brauer, Claudia
Zelic, Andrea
et. al: No
Published in: Applied Marketing Analytics
Volume(Issue): 7
Issue: 3
Page(s): 246
Pages to: 259
Issue Date: 2022
Publisher / Ed. Institution: Henry Stewart Publications
ISSN: 2054-7544
Language: English
Subjects: Artificial intelligence; Big data; Business analytics; Digital analytics
Subject (DDC): 006: Special computer methods
Abstract: This paper presents the results of a survey, conducted in 2020, to gauge the current standing of digital analytics in Germany, Switzerland and Austria. The findings highlight the increasing maturity level, benefits, challenges and future developments in the field. The research confirms that digital analytics supports the analysis and optimisation of digital marketing campaigns, user experience, search engine marketing and data-driven decisions. For many of the companies analysed, the most important challenges were reported to be data quality, lack of skills and data culture; however, maturity level, capabilities, agility and professionalism in digital analytics are steadily increasing, and artificial intelligence is enjoying many new and different applications within the fields of sales and marketing. These findings suggest that companies in German-speaking countries should focus on improving data quality and data culture.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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