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Fostering B2B sales with customer big data analytics
تقویت فروش B2B با تجزیه و تحلیل داده های بزرگ مشتری-2020 This study focuses on the use of big data analytics in managing B2B customer relationships and examines the
effects of big data analytics on customer relationship performance and sales growth using a multi-industry
dataset from 417 B2B firms. The study also examines whether analytics culture within a firm moderates these
effects. The study finds that the use of customer big data significantly fosters sales growth (i.e. monetary performance
outcomes) and enhances the customer relationship performance (non-monetary performance outcomes).
However, the latter effect is stronger for firms which have an analytics culture which supports marketing
analytics, whereas the former effect remains unchanged regardless of the analytics culture. The study empirically
confirms that customer big data analytics improves customer relationship performance and sales growth in B2B
firms. Keywords: Big data analytics | Customer analytics | Marketing analytics | Firm performance | Customer relationship management | Big data-enhanced database marketing |
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