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Understanding the nature of marketing analytics in Ghana: a study of multinational firms

Endonna Edwin Dzandu et al.

International Journal of Business Information Systems2026https://doi.org/10.1504/ijbis.2026.152207article
AJG 1ABDC C
Weight
0.50

What the paper says

The study investigates the nature of marketing analytics within organisations in Ghana. Utilising a case study strategy, four multinational organisations were purposively sampled. The study finds that marketing analytics is still developing in most organisations and is mainly used for promotion. Major findings showed that the type of organisation and competition were key factors affecting the use of analytics in marketing. Finally, some successes with the use of analytics in marketing include effective tracking of marketing performance and campaigns while some challenges arose from dealing with third party organisations and a lack of employee knowledge with the use of various marketing analytics software/tools. The study recommends that organisations must develop a culture centred on the use of analytics in marketing and train employees to better utilise analytical software/tools.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijbis.2026.152207

Or copy a formatted citation

@article{endonna2026,
  title        = {{Understanding the nature of marketing analytics in Ghana: a study of multinational firms}},
  author       = {Endonna Edwin Dzandu et al.},
  journal      = {International Journal of Business Information Systems},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbis.2026.152207},
}

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Understanding the nature of marketing analytics in Ghana: a study of multinational firms

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.