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Data‐driven services marketing in a connected world

V. Kumar (Based at the J. Mack Robinson College of Business, Georgia State University, Atlanta, Georgia, USA)
Veena Chattaraman (Based at the Department of Consumer and Design Sciences, Auburn University, Auburn, Alabama, USA)
Carmen Neghina (Based at the Faculty of Management Sciences & Netherlands Laboratory for Lifelong Learning, Open University of The Netherlands, Nijmegen, The Netherlands and Institute for Management Research, Radboud University, Nijmegen, The Netherlands)
Bernd Skiera (Based at the Department of Marketing, Faculty of Business and Economics, University of Frankfurt, Frankfurt, Germany)
Lerzan Aksoy (Based at the Schools of Business, Fordham University, Bronx, New York, USA)
Alexander Buoye (Based at the IPSOS Loyalty, Parsippany, New Jersey, USA)
Joerg Henseler (Based at the Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 14 June 2013




The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored.


A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed.


The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed.

Practical implications

The results demonstrate the need for executive service marketing dashboards that include key metrics that are service‐relevant, complementary and forward‐looking, with proven linkages to business outcomes.


This paper provides a synthesis of data‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research.



Kumar, V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A. and Henseler, J. (2013), "Data‐driven services marketing in a connected world", Journal of Service Management, Vol. 24 No. 3, pp. 330-352.



Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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