Cross-Methodological Approach to Realization of Marketing Analytical Function
The article explains the necessity to use cross-methodological approach to realization of marketing analytical function that combines methodology of classical marketing research and DataScience methodology. The explanation is based on results of literature analysis, which studies trends of DataDrive...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Russian |
| Published: |
Plekhanov Russian University of Economics
2024-03-01
|
| Series: | Вестник Российского экономического университета имени Г. В. Плеханова |
| Subjects: | |
| Online Access: | https://vest.rea.ru/jour/article/view/1925 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849404911238774784 |
|---|---|
| author | A. L. Beloborodova N. V. Kalenskaya |
| author_facet | A. L. Beloborodova N. V. Kalenskaya |
| author_sort | A. L. Beloborodova |
| collection | DOAJ |
| description | The article explains the necessity to use cross-methodological approach to realization of marketing analytical function that combines methodology of classical marketing research and DataScience methodology. The explanation is based on results of literature analysis, which studies trends of DataDriven marketing development and DataScience; HeadHunter research dealing with assessing the compliance of the competence profile of specialist in the field of analytical marketing with demands of labour market and on results of the authors’ research in the present sphere. Comparative appraisal of efficiency of using classical methods of marketing research and DataScience methodology was conducted at enterprises; benefits and drawbacks of each of them were identified; similar and distinguishing stages of these approaches were found and efficiency of their integration was proved. Progress of Russian companies in realization of marketing analytical function by using DataDriven culture was estimated. Two principle reasons hindering the process of marketing based on data introduction to Russian organizations were named, i.e. non-compliance of competence profile of marketers-analysts//with market demands and uncoordinated investment in technologies aiming at DataDriven approach introduction into the company. |
| format | Article |
| id | doaj-art-49f218269ca44f3e93e9a2dda94e982b |
| institution | Kabale University |
| issn | 2413-2829 2587-9251 |
| language | Russian |
| publishDate | 2024-03-01 |
| publisher | Plekhanov Russian University of Economics |
| record_format | Article |
| series | Вестник Российского экономического университета имени Г. В. Плеханова |
| spelling | doaj-art-49f218269ca44f3e93e9a2dda94e982b2025-08-20T03:36:48ZrusPlekhanov Russian University of EconomicsВестник Российского экономического университета имени Г. В. Плеханова2413-28292587-92512024-03-010223524210.21686/2413-2829-2024-2-235-2421225Cross-Methodological Approach to Realization of Marketing Analytical FunctionA. L. Beloborodova0N. V. Kalenskaya1Kazan (Volga region) Federal UniversityKazan (Volga region) Federal UniversityThe article explains the necessity to use cross-methodological approach to realization of marketing analytical function that combines methodology of classical marketing research and DataScience methodology. The explanation is based on results of literature analysis, which studies trends of DataDriven marketing development and DataScience; HeadHunter research dealing with assessing the compliance of the competence profile of specialist in the field of analytical marketing with demands of labour market and on results of the authors’ research in the present sphere. Comparative appraisal of efficiency of using classical methods of marketing research and DataScience methodology was conducted at enterprises; benefits and drawbacks of each of them were identified; similar and distinguishing stages of these approaches were found and efficiency of their integration was proved. Progress of Russian companies in realization of marketing analytical function by using DataDriven culture was estimated. Two principle reasons hindering the process of marketing based on data introduction to Russian organizations were named, i.e. non-compliance of competence profile of marketers-analysts//with market demands and uncoordinated investment in technologies aiming at DataDriven approach introduction into the company.https://vest.rea.ru/jour/article/view/1925datadriven marketingdatascienceit-competencesbig data |
| spellingShingle | A. L. Beloborodova N. V. Kalenskaya Cross-Methodological Approach to Realization of Marketing Analytical Function Вестник Российского экономического университета имени Г. В. Плеханова datadriven marketing datascience it-competences big data |
| title | Cross-Methodological Approach to Realization of Marketing Analytical Function |
| title_full | Cross-Methodological Approach to Realization of Marketing Analytical Function |
| title_fullStr | Cross-Methodological Approach to Realization of Marketing Analytical Function |
| title_full_unstemmed | Cross-Methodological Approach to Realization of Marketing Analytical Function |
| title_short | Cross-Methodological Approach to Realization of Marketing Analytical Function |
| title_sort | cross methodological approach to realization of marketing analytical function |
| topic | datadriven marketing datascience it-competences big data |
| url | https://vest.rea.ru/jour/article/view/1925 |
| work_keys_str_mv | AT albeloborodova crossmethodologicalapproachtorealizationofmarketinganalyticalfunction AT nvkalenskaya crossmethodologicalapproachtorealizationofmarketinganalyticalfunction |