Published Paper Details:

The concerned with the global data-driven disruption in marketing, this qualitative study explores the difficulties and hurdles that, if resolved, could unleash the promise of marketing analytics. This could pave the way for a more human-centered comprehension of how to make use of the technologically disruptive developments in marketing rather than viewing them as an enemy, and it could also help bridge the gap between academia and practitioners. Moreover, the conceptually rich five literary containers were built by coupling the conceptions based on commonalities in their category character and relationships. This was done in order to develop the literary containers. The key to success in the future will be to maximise sustainable performance by making the most efficient use possible of such resources. The findings contribute to a deeper comprehension of analytical principles. It is strengthened with evidence that there is an important need to accept the rapid shift that is occurring in marketing research with respect to the application of digital data.