Contextualizing Data in Marketing Practice

Abstract: Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, the factors deciding the use or non-use of data generated insights and how we can understand the dynamics between them. Design/methodology/approach - This paper uses an exploratory, qualitative method. Key informant interviews were conducted combining a convenience and snowballing sampling technique with marketing practitioners within marketing agencies and external marketing partners. Findings - By identifying three factors relating to the market dynamics, the principles of the marketing practitioner and the dynamics between marketer and client, we conclude that the role and use of data in marketing practitioners' value creation process is highly contextual. More specifically, marketing practitioners must make sense of various data types, technological advancements and methodologies in relation to client needs and capabilities while navigating the social dynamics of the professional relationship. Research limitations/implications - The findings of this study portraits the context and meaning of data for marketing practitioners from a qualitative perspective. It provides a detailed picture of the current marketing landscape and how data is perceived by marketing practitioners. Originality/value - This article offers a unique view inside marketing practices and will broaden the understanding of how marketing practitioners view and implement data in their value creation. This topic will add to the research body of data analytics in marketing and the marketing discipline as a whole.