期刊
EUROMED JOURNAL OF BUSINESS
卷 18, 期 1, 页码 145-164出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/EMJB-11-2020-0117
关键词
Accountability; Automation; Marketer; Marketing; Performance measurement
类别
This study highlights the significance of marketing automation in measuring the return on marketing activities and achieving marketing accountability. Through qualitative research, a conceptual framework based on value is proposed, providing executives with justification for budget allocation in marketing automation activities.
Purpose The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing. Design/methodology/approach To investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal. Findings Based on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities. Originality/value Through careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.
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