Big data and analytics (BDA) are gaining momentum, particularly in the practitioner world.
Research linking BDA to improved organizational performance seems scarce and widely …

For several years now, scientists have been proposing numerous models for defining
anything" as a service (aaS)", including discussions of products, processes, data & …

This paper introduces design patterns for dashboards to inform dashboard design
processes. Despite a growing number of public examples, case studies, and general …

Marketing organization is the interface of the firm with its markets and where the work of
marketing gets done. This review of the past 25 years of scholarship on marketing …

This study proposes that the benefits gained from marketing performance measurement are
determined by how an organization exploits the metrics system under specific …

Marketing departments are under increased pressure to demonstrate their economic value
to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (eg …

Digital twin (DT) is a core technology that enables the integration among physical machines,
tools, material handling and warehousing, and real-time manufacturing decisions. In this …

Purpose As organisations are increasing their investment in social media marketing (SMM),
evaluation of such techniques is becoming increasingly important. The purpose of this paper …

Dashboards are expected to improve decision making by amplifying cognition and
capitalizing on human perceptual capabilities. Hence, interest in dashboards has increased …

This study contributes to the emerging B2B digital marketing literature by providing a
realistic overview of the usage, measurement practices, and barriers surrounding digital …