Marketing Analytics and Health Care: Untapped Opportunities for Organizational Learning and Business Success

Abstract

This study provides recommendations on how health care organizations can enhance organizational learning with marketing analytics to improve their business performance. There is widespread recognition of the importance of organizational learning to organizational performance and innovation. Recent research suggests that the use of analytics can play a critical role in enhancing organizational learning. However, the relationship between marketing analytics and organizational learning has not yet been thoroughly explored. More specifically, research is needed to understand how analytics, marketing analytics in particular, facilitate organizational learning. This phenomenon is studied here in the context of the health care industry. Case study research examines how learning involving intuiting, interpreting, integrating, and institutionalizing can be facilitated by marketing analytics.

Keywords: Marketing Analytics, Organizational Learning, Punctuated Equilibrium, Health Care