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Moving moutains: How to gain Marketing Insight
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Marketing Insight is a relatively new field and is a result of more advanced technology that increases the amount of data that streams into companies. However, firms are struggling or failing to gain Marketing Insight. The aim of this paper is to explore the phenomena of Marketing Insight and how firms gains such. In this thesis Marketing Insight is composed of business intelligence, decision-making and marketing. While there exists research within these fields, more research and real-life examples are needed to advance the topic. This research provides such an example and is thus of interest to researchers and practitioners as it produces valuable insights about the field. The authors studied this phenomena by conducting an in-depth study of how one firm gains Marketing Insight through working with its three components. Data was collected through semi-structured interviews with nine respondents whom all worked with Marketing Insight in various ways. The findings illustrate the difficulty of working and combining business intelligence, decision-making and marketing in order to gain Marketing Insight. Not only was it difficult to work with with each component, it was also challenging for the firm to combine them in order to gain Marketing Insight.

Place, publisher, year, edition, pages
2018. , p. 66
Keywords [en]
Marketing Insight, Digitalization, Decision-making, Marketing, Business Intelligence
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-354053OAI: oai:DiVA.org:uu-354053DiVA, id: diva2:1220440
External cooperation
Atlas Copco
Educational program
Master Programme in Business and Management
Available from: 2018-06-19 Created: 2018-06-18 Last updated: 2018-06-19Bibliographically approved

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Output format
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