Identifying the configurational conditions for marketing analytics use in UK SMEs

Purpose: While marketing analytics can be used to improve organizational decision-making and performance significantly, little research exists to examine how the configurations of multiple conditions affect marketing analytics use. This study draws on configuration theory to investigate marketing analytics use in small and medium-sized enterprises (SMEs). Design/methodology/approach: This research employs a fuzzy-set qualitative comparative analysis using data collected from a survey of 187 managers in UK SMEs. Findings: The key findings show that (1) configurations of multiple conditions provide alternative pathways to marketing analytics use, and (2) the configurations for small firms are different from those for medium-sized firms. Research limitations/implications: The research results are based on several key configurational factors and a single key-informant method to collect subjective data from UK SME managers. Practical implications: The study helps SMEs to understand that marketing analytics use is influenced by the interaction of multiple conditions, that there are alternative pathways to marketing analytics use, and that SMEs should choose the configuration that fits best with their organizational contexts. Originality/value: The study contributes to the literature by addressing an important yet underresearched area, i.e. marketing analytics use in SMEs, applying a configurational approach to the research phenomenon. It highlights different pathways to marketing analytics use in SMEs. The findings provide empirical evidence on the possibility and implication of marketing analytics use being asymmetrical and different between small and medium-sized firms.