Value creation through marketing data analytics: The distinct contribution of data analytics assets and capabilities to unit and firm performance
研究营销部门的数据质量与分析能力如何分别影响部门和企业绩效，基于346家企业的调查数据发现部分和完全中介效应。
This study answers research calls regarding data analytics in a specific unit and its impact at the unit and organizational level. In doing so, it takes an information value chain approach to theorize about how quality data and IT-enabled data analytics sensing capability in the marketing unit relate differently to the unit performance as well as to firm-level performance. Results from a survey of 346 firms confirm the hypotheses by showing partially and fully mediated effects for quality data, and direct and partially mediated effects for sensing capability.