Research on the application of marketing analytics by organizations in Serbia

Abstract

The expansion of social media has led to the need for defining a theoretical framework for the application of marketing analytics and data management in the context of digitalization, which would contribute to the decision-making process in marketing. Enhancing the decision-making process involves the application of advanced marketing analytics methods and data-driven decision-making. The paper presents the concept of marketing analytics at the core of decision-making in organizations as an imperative of today's business environment. The aim of the research is to explore the extent to which organizations operating in the Serbian market utilize marketing analytics and how they perceive its significance. A survey was conducted using an online questionnaire with employees of organizations operating in Serbia. In addition to demographic questions, the research examined the use of digital channels in customer communication, the importance of specific data categories in decision-making, various perspectives and attitudes, as well as respondents' willingness to undergo education in the field of marketing analytics. The research results showcase the potential of applying marketing analytics in organizations in Serbia, identify challenges in implementing this concept, and suggest potential directions for further research.