Benefits, challenges and future developments in digital analytics in German-speaking countries. An empirical analysis
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Author (Corporation)
Publication date
2021
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01A - Journal article
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Parent work
Applied Marketing Analytics
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Volume
7
Issue / Number
3
Pages / Duration
246–259
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Publisher / Publishing institution
Henry Stewart Publications
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Abstract
This paper presents the results of a survey, conducted in 2020, to gauge the current standing of digital analytics in Germany, Switzerland and Austria. The findings highlight the increasing maturity level, benefits, challenges and future developments in the field. The research confirms that digital analytics supports the analysis and optimisation of digital marketing campaigns, user experience, search engine marketing and data-driven decisions. For many of the companies analysed, the most important challenges were reported to be data quality, lack of skills and data culture; however, maturity level, capabilities, agility and professionalism in digital analytics are steadily increasing, and artificial intelligence is enjoying many new and different applications within the fields of sales and marketing. These findings suggest that companies in
German-speaking countries should focus on improving data quality and data culture.
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ISBN
ISSN
2054-7552
2054-7544
2054-7544
Language
English
Created during FHNW affiliation
No
Strategic action fields FHNW
Publication status
Published
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Peer review of the complete publication
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Closed
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Citation
Zumstein, D., Brauer, C., & Zelic, A. (2021). Benefits, challenges and future developments in digital analytics in German-speaking countries. An empirical analysis. Applied Marketing Analytics, 7(3), 246–259. https://doi.org/10.69554/UVCF5193