Data Driven Marketing Strategy (DDMS)

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Data is of crucial importance in today's marketing landscape. Studies show that data-driven marketing decisions are generally more effective than intuition-driven decisions. In terms of data-drivenness, we find that Flemish SMEs are less concerned about this than their foreign competitors. There is still no conclusive research showing the reasons for this. Sector organisations are also interested in further research. The central research question of this project is: Which factors determine the data drivenness and data maturity of SMEs?

In order to answer this research question, we formulate 2 research goals:

1. On the basis of large-scale survey among SMEs, we want to identify their data strategy and their various determinants of data-drivenness and data maturity using a technological decision model (e.g. the UTAUT model). Using structural comparison models, the predictive value of these and other determinants (expected returns, expected efforts, sector, company size, ...) is estimated.
2. Based on the same survey as in (1), we mainly want to investigate (a) the influence of GDPR on the transformation of SMEs into more data-driven organisations, and to a lesser extent (b) to what extent SMEs have taken action to adapt and (c) what are the most pressing questions among SMEs about the implementation of GDPR at the time of the survey.

In terms of implications, the first research objective helps to directly identify determinants of data drivenness and data maturity, which can provide information for awareness-raising initiatives. The second research aim is to develop a juridical guide to make SMEs more aware of how to deal with data and how to inform customers.