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  4. Publikationen School of Management and Law
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dc.contributor.authorZumstein, Darius-
dc.contributor.authorBrauer, Claudia-
dc.contributor.authorZelic, Andrea-
dc.date.accessioned2022-04-22T15:33:27Z-
dc.date.available2022-04-22T15:33:27Z-
dc.date.issued2022-
dc.identifier.issn2054-7544de_CH
dc.identifier.issn2054-7552de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/24847-
dc.description.abstractThis paper presents the results of a survey, conducted in 2020, to gauge the current standing of digital analytics in Germany, Switzerland and Austria. The findings highlight the increasing maturity level, benefits, challenges and future developments in the field. The research confirms that digital analytics supports the analysis and optimisation of digital marketing campaigns, user experience, search engine marketing and data-driven decisions. For many of the companies analysed, the most important challenges were reported to be data quality, lack of skills and data culture; however, maturity level, capabilities, agility and professionalism in digital analytics are steadily increasing, and artificial intelligence is enjoying many new and different applications within the fields of sales and marketing. These findings suggest that companies in German-speaking countries should focus on improving data quality and data culture.de_CH
dc.language.isoende_CH
dc.publisherHenry Stewart Publicationsde_CH
dc.relation.ispartofApplied Marketing Analyticsde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subjectArtificial intelligencede_CH
dc.subjectBig datade_CH
dc.subjectBusiness analyticsde_CH
dc.subjectDigital analyticsde_CH
dc.subject.ddc006: Spezielle Computerverfahrende_CH
dc.titleBenefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysisde_CH
dc.typeBeitrag in wissenschaftlicher Zeitschriftde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.organisationalunitInstitut für Marketing Management (IMM)de_CH
zhaw.funding.euNode_CH
zhaw.issue3de_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end259de_CH
zhaw.pages.start246de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.volume7de_CH
zhaw.publication.reviewPeer review (Publikation)de_CH
zhaw.author.additionalNode_CH
zhaw.display.portraitYesde_CH
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Zumstein, D., Brauer, C., & Zelic, A. (2022). Benefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysis. Applied Marketing Analytics, 7(3), 246–259.
Zumstein, D., Brauer, C. and Zelic, A. (2022) ‘Benefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysis’, Applied Marketing Analytics, 7(3), pp. 246–259.
D. Zumstein, C. Brauer, and A. Zelic, “Benefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysis,” Applied Marketing Analytics, vol. 7, no. 3, pp. 246–259, 2022.
ZUMSTEIN, Darius, Claudia BRAUER und Andrea ZELIC, 2022. Benefits, challenges and future developments in digital analytics in German-speaking countries : an empirical analysis. Applied Marketing Analytics. 2022. Bd. 7, Nr. 3, S. 246–259
Zumstein, Darius, Claudia Brauer, and Andrea Zelic. 2022. “Benefits, Challenges and Future Developments in Digital Analytics in German-Speaking Countries : An Empirical Analysis.” Applied Marketing Analytics 7 (3): 246–59.
Zumstein, Darius, et al. “Benefits, Challenges and Future Developments in Digital Analytics in German-Speaking Countries : An Empirical Analysis.” Applied Marketing Analytics, vol. 7, no. 3, 2022, pp. 246–59.


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