Determinants of analytics process adoption in emerging economies: perspectives from the marketing domain in India

Abstract

Decision-making based on market information has been the hallmark of many successful businesses over decades. The need for precision and specificity in decision rules has been the motivator for policy-makers in organizations to adopt analytical processes to extract insights about markets. Traditionally, the marketing research function in organizations spearheaded the collection and analysis of sampled market data and feeding inferences to decision-makers. Over time, market measurement infrastructure has improved significantly (and is automated) for organizations to start collecting market-level data continuously, comprehensively, and on a large scale (Nielsen, 2015). In many instances today, the data gets collected not by choice but as a result of process output