THE ROLE OF DATA IN MARKETING DECISION-MAKING: CONTEMPORARY ANALYTICS AND A SIX-DIMENSIONAL FIT FRAMEWORK

Abstract

Growing access to customer, transactional, behavioral, and market data has expanded the role of analytics in marketing decisions. This study systematizes marketing data sources and roles and compares descriptive, diagnostic, predictive, and prescriptive analytics through a targeted integrative review and conceptual analysis of 16 journal articles published in 2016–2026. The synthesis indicates that value depends on the joint alignment of decision, evidence, analytical method, organizational capability, governance, and feedback. A six-dimensional Decision-Analytics Fit Framework is therefore proposed to guide analytical selection, implementation, and responsible use. The framework is a testable conceptual proposition rather than a validated causal model.