In the summer of 2012, six thought leaders were placed in a room together to figure out what is missing, from a data perspective, from services marketing. The team consisted of me (Open University), V. Kumar (Georgia State University), Veena Chattaraman (Auburn University), Bernd Skiera (University of Frankfurt), Lerzan Aksoy (Fordham University), and Jörg Henseler (Radboud University).
Our answer was to write a paper for the Journal of Services Management on why and how services marketing could and should become more data-driven. We all saw the benefits of using data to inform marketing decisions, and were rather frustrated by the lack of accountability in marketing, where most decisions are based on ad-hoc narratives rather than actual consumer data. Our goal was to provide insights into the benefits of data-driven services marketing. In order to do so, we decided to focus on explaining how marketing managers could link both traditional and new sources of customer data and their corresponding metrics. We acknowledged that marketing managers are probably overwhelmed by the data they could gather, and were at a loss as to how to accurately use this data.
Ultimately, we wanted to show how marketing managers could link the different sources of data and metrics to strategic and tactical business insights into a dashboard that can better measure marketing ROI. To read the full paper, click on the link below. I’m curious to know if you agree or disagree with our arguments, or have suggestions to further improve our article.