From Analytics to Narrative: A Conceptual Workflow for Executive Marketing Decisions

Rita Korkor Agyei1; Ogochukwu T. Izuchukwu2; Dominic Feboh3; Abiola Idowu4

doi:10.56201/ijmcs.v6.no2.2022.pg76.98

📄 Download Paper

From Analytics to Narrative: A Conceptual Workflow for Executive Marketing Decisions

Rita Korkor Agyei1, Ogochukwu T. Izuchukwu2, Dominic Feboh3, Abiola Idowu4

Abstract

Marketing organizations have invested heavily in analytics, yet the investment has not translated reliably into better executive decisions, because the value of analytics is realized only at the point where analysis becomes a decision, and that point—the translation of analytical output into a form executives can act on—is where the value most often leaks. This paper addresses that translation, developing a conceptual workflow that carries marketing analysis from analytical output to executive decision through the deliberate construction of narrative. The workflow rests on a synthesis of four literatures that rarely engage one another: the marketing-analytics literature that establishes what analytics can deliver and the conditions under which it delivers value; the behavioral decision literature that establishes how executives actually decide, under bounded rationality and through the interplay of intuitive and deliberative processing; the narrative and sensemaking literature that establishes how humans construct meaning and are persuaded to act; and the data-visualization literature that establishes how quantitative information is perceived and communicated. From this synthesis the paper develops a seven- stage workflow: framing the decision before the analysis, fitting the analysis to the decision, distilling analytical output into insight, constructing a narrative that carries the insight to the decision, visualizing the evidence for the decision, delivering the narrative into the decision forum, and closing the loop by tracking the decision’s outcome. The paper argues that narrative is not a cosmetic layer applied to analysis but the cognitive form in which humans make sense of evidence and are moved to act, and that the analytics-to-narrative translation is therefore a substantive discipline rather than a communication afterthought. Two themes recur: that the workflow must begin with the decision rather than the data, because analysis undertaken without a decision to serve produces output no narrative can rescue; and that narrative must respect how executives actually decide, aligning with their intuitive and deliberative processing rather than assuming a purely analytical decider the behavioral evidence contradicts. The paper presents the workflow, discusses its implementation, and identifies directions for empirical validation.

Keywords

marketing analyticsdata storytellingnarrativeexecutive decision-makingdata- driven decisionssensemakingdata visualizationdecision framinginsightmarketing decision support.

References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press. Adesuyi, M. O., Walawalkar, G., & Kalu, A. (2022). Predictive budgeting models using operational and market signals. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 8(5), 818–837. Agbabiaka, J., Okonkwo, C. S., Ogunwole, O., Mayo, W., & Okeke, O. T. (2019). Supply chain risk management model for EPC and gas processing projects. IRE Journals, 3(2), 968– 980. https://doi.org/10.64388/IREV3I2-1713124 Akeju, B., Edivri, J., Ogbole, J. I., Okoruwa, P. O., Fadayomi, O., & Abolaji, T. O. (2018). Conceptual model for insider threat classification and risk modeling in complex digital systems. IRE Journals, 1(9), 476–492. https://doi.org/10.64388/IREV1I9-1713778 Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42–58. Anene, U. N., & Clement, T. (2022). A resilient logistics framework for humanitarian supply chains: Integrating predictive analytics, IoT, and localized distribution. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 8(5), 398–424. Atima, M. E., Sanni, J. O., & Attah, A. (2022). Predictive audience segmentation models resolving targeting inefficiencies in regulated professional service enterprises. Shodhshauryam, International Scientific Refereed Research Journal, 5(1), 271–303. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. Barney, J. B., & Clark, D. N. (2007). Resource-based theory: Creating and sustaining competitive advantage. Oxford University Press. Basnet, A., Oghenemaiga, E., & Anene, U. N. (2021). Audience segmentation and forecasting models for enhancing targeted digital marketing effectiveness. Shodhshauryam, International Scientific Refereed Research Journal, 4(5), 279–305. Bharadwaj, A. S. (2000). A resource-based perspective on information technology capability and firm performance. MIS Quarterly, 24(1), 169–196. Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482. Boje, D. M. (1991). The storytelling organization: A study of story performance in an office- supply firm. Administrative Science Quarterly, 36(1), 106–126. Bola-Sadipe, D., Aliliele, C., & Eboh, E. E. (2019). Conceptual model for strategic accounting systems strengthening financial transparency and regulatory compliance. IRE Journals, 3(6), 535–564. https://doi.org/10.64388/IREV3I6-1715327 Bola-Sadipe, D., Eboh, E. E., & Odihi, F. (2022). Advances in data-driven tax compliance and financial reporting systems in banking institutions. Shodhshauryam, International Scientific Refereed Research Journal, 5(1), 366–403. https://doi.org/10.32628/SHISRRJ247137 Bolton, R. N. (1998). A dynamic model of the duration of the customer’s relationship with a continuous service provider. Marketing Science, 17(1), 45–65. Bruner, J. (1991). The narrative construction of reality. Critical Inquiry, 18(1), 1–21. Brynjolfsson, E., Hitt, L. M., & Kim, H. H. (2011). Strength in numbers: How does data-driven decisionmaking affect firm performance? SSRN Working Paper. Burgess, S. M., & Steenkamp, J.-B. E. M. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337–356. Card, S. K., Mackinlay, J. D., & Shneiderman, B. (1999). Readings in information visualization: Using vision to think. Morgan Kaufmann. Chen, H., Chiang, R. H. L., & Storey, V. C. (2012). Business intelligence and analytics: From big data to big impact. MIS Quarterly, 36(4), 1165–1188. Churchill, G. A., Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. Cleveland, W. S. (1993). Visualizing data. Hobart Press. Cleveland, W. S., & McGill, R. (1984). Graphical perception: Theory, experimentation, and application to the development of graphical methods. Journal of the American Statistical Association, 79(387), 531–554. Coase, R. H. (1937). The nature of the firm. Economica, 4(16), 386–405. Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, (3), 96–107. Cousins, P. D., Lawson, B., & Squire, B. (2008). Performance measurement in strategic buyer- supplier relationships: The mediating role of socialization mechanisms. International Journal of Operations & Production Management, 28(3), 238–258. Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68. Dane, E., & Pratt, M. G. (2007). Exploring intuition and its role in managerial decision making. Academy of Management Review, 32(1), 33–54. Davenport, T. H. (2006). Competing on analytics. Harvard Business Review, 84(1), 98–107. Davenport, T. H. (2018). From analytics to artificial intelligence. Journal of Business Analytics, 1(2), 73–80. Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: The new science of winning. Harvard Business School Press. Davenport, T. H., Harris, J. G., & Morison, R. (2010). Analytics at work: Smarter decisions, better results. Harvard Business Press. Day, G. S., & Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1–20. DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, 3(1), 60–95. Denning, S. (2005). The leader’s guide to storytelling: Mastering the art and discipline of business narrative. Jossey-Bass. Deshpandé, R., Farley, J. U., & Webster, F. E., Jr. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms. Journal of Marketing, 57(1), 23–37. Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35–51. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27. Edivri, J., & Oteri, O. (2022). Predictive capacity planning and resource utilization forecasting models for multi-program and multi-stakeholder IT portfolios. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 8(4), 826–845. Eisenhardt, K. M. (1989). Making fast strategic decisions in high-velocity environments. Academy of Management Journal, 32(3), 543–576. Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10–11), 1105–1121. Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897–904. Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180. Feldman, M. S., & March, J. G. (1981). Information in organizations as signal and symbol. Administrative Science Quarterly, 26(2), 171–186. Few, S. (2012). Show me the numbers: Designing tables and graphs to enlighten (2nd ed.). Analytics Press. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. Germann, F., Lilien, G. L., & Rangaswamy, A. (2013). Performance implications of deploying marketing analytics. International Journal of Research in Marketing, 30(2), 114–128. Gigerenzer, G., & Goldstein, D. G. (1996). Reasoning the fast and frugal way: Models of bounded rationality. Psychological Review, 103(4), 650–669. Goodhue, D. L., & Thompson, R. L. (1995). Task-technology fit and individual performance. MIS Quarterly, 19(2), 213–236. Grant, R. M. (1996). Toward a knowledge-based theory of the firm. Strategic Management Journal, 17(S2), 109–122. Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7–18. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson. Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational performance: Is innovation a missing link? Journal of Marketing, 62(4), 30–45. Heath, C., & Heath, D. (2007). Made to stick: Why some ideas survive and others die. Random House. Homburg, C., Workman, J. P., Jr., & Krohmer, H. (1999). Marketing’s influence within the firm. Journal of Marketing, 63(2), 1–17. Hunt, S. D., & Morgan, R. M. (1995). The comparative advantage theory of competition. Journal of Marketing, 59(2), 1–15. Iacobucci, D., Petrescu, M., Krishen, A., & Bendixen, M. (2019). The state of marketing analytics in research and practice. Journal of Marketing Analytics, 7(3), 152–181. Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70. Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux. Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291. Kahneman, D., Slovic, P., & Tversky, A. (1982). Judgment under uncertainty: Heuristics and biases. Cambridge University Press. Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard: Measures that drive performance. Harvard Business Review, 70(1), 71–79. Kaplan, R. S., & Norton, D. P. (1996). The balanced scorecard: Translating strategy into action. Harvard Business School Press. Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity (2nd ed.). Prentice Hall. Khanna, T., & Palepu, K. (1997). Why focused strategies may be wrong for emerging markets. Harvard Business Review, 75(4), 41–51. Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of Marketing, 69(2), 24–41. Klein, G. (1998). Sources of power: How people make decisions. MIT Press. Knaflic, C. N. (2015). Storytelling with data: A data visualization guide for business professionals. Wiley. Kohavi, R., Rothleder, N. J., & Simoudis, E. (2002). Emerging trends in business analytics. Communications of the ACM, 45(8), 45–48. Kohli, A. K., Jaworski, B. J., & Kumar, A. (1993). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4), 467–477. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson. Krasnikov, A., & Jayachandran, S. (2008). The relative impact of marketing, research-and- development, and operations capabilities on firm performance. Journal of Marketing, 72(4), 1–11. LaValle, S., Lesser, E., Shockley, R., Hopkins, M. S., & Kruschwitz, N. (2011). Big data, analytics and the path from insights to value. MIT Sloan Management Review, 52(2), 21– 32. Lawal, O. A., & Oduleye, T. E. (2021). A conceptual decision model for capital allocation using financial analytics. Gyanshauryam, International Scientific Refereed Research Journal, 4(2), 269–295. Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12. Levitt, T. (1960). Marketing myopia. Harvard Business Review, 38(4), 45–56. Lilien, G. L. (2011). Bridging the academic–practitioner divide in marketing decision models. Journal of Marketing, 75(4), 196–210. Lilien, G. L., Rangaswamy, A., Van Bruggen, G. H., & Starke, K. (2004). DSS effectiveness in marketing resource allocation decisions: Reality vs. perception. Information Systems Research, 15(3), 216–235. London, T., & Hart, S. L. (2004). Reinventing strategies for emerging markets: Beyond the transnational model. Journal of International Business Studies, 35(5), 350–370. March, J. G. (1991). Exploration and exploitation in organizational learning. Organization Science, 2(1), 71–87. Mayo, W., Ogbole, J. I., Okoruwa, P. O., & Babatope, O. M. (2021). Designing an AI-predictive maintenance model for e-commerce systems using machine learning and cloud analytics. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 7(5), 416–440. McAfee, A., & Brynjolfsson, E. (2012). Big data: The management revolution. Harvard Business Review, 90(10), 60–68. Medon, J. J., & Oduleye, T. E. (2022). A comprehensive financial reporting model for strengthening compliance and organizational accountability systems. International Journal of Multidisciplinary Research and Growth Evaluation, 3(6), 768–777. Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Information technology and organizational performance: An integrative model of IT business value. MIS Quarterly, 28(2), 283–322. Mintzberg, H. (1978). Patterns in strategy formation. Management Science, 24(9), 934–948. Moorman, C., & Rust, R. T. (1999). The role of marketing. Journal of Marketing, 63(4_suppl1), 180–197. Moorman, C., Zaltman, G., & Deshpandé, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314–328. Narver, J. C., Slater, S. F., & MacLachlan, D. L. (2004). Responsive and proactive market orientation and new-product success. Journal of Product Innovation Management, 21(5), 334–347. Nelson, R. R., & Winter, S. G. (1982). An evolutionary theory of economic change. Harvard University Press. Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill. Ogbole, J. I., Okoruwa, P. O., Babatope, O. M., & Oyewole, T. (2021). Developing an integrated data visualization model for continuous business performance monitoring and optimization. International Journal of Scientific Research in Computer Science, Engineering and Information Technology, 7(5), 441–467. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. Peteraf, M. A. (1993). The cornerstones of competitive advantage: A resource-based view. Strategic Management Journal, 14(3), 179–191. Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903. Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press. Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press. Prahalad, C. K. (2004). The fortune at the bottom of the pyramid: Eradicating poverty through profits. Wharton School Publishing. Provost, F., & Fawcett, T. (2013). Data science and its relationship to big data and data-driven decision making. Big Data, 1(1), 51–59. Reichheld, F. F. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business School Press. Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46–54. Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4), 17–35. Rumelt, R. P. (1991). How much does industry matter? Strategic Management Journal, 12(3), 167–185. Rust, R. T., Zahorik, A. J., & Keiningham, T. L. (1995). Return on quality : Making service quality financially accountable. Journal of Marketing, 59(2), 58–70. Sakyi, J. K., Filani, O. M., Nnabueze, S. B., Okojie, J. S., & Ogedengbe, A. O. (2022a). Developing KPI frameworks to enhance accountability and performance across large- scale commercial organizations. Journal of Frontiers in Multidisciplinary Research, 3(2), 81–93. https://doi.org/10.54660/.IJFMR.2022.3.2.81-93 Sakyi, J. K., Nnabueze, S. B., Filani, O. M., Okojie, J. S., & Okereke, M. (2022). Customer service analytics as a strategic driver of revenue growth and sustainable business competitiveness. Journal of Frontiers in Multidisciplinary Research, 3(2), 109–123. Sanni, J. O., & Atima, M. E. (2021). Analytics driven go-to-market frameworks addressing compliance and sustainability complexity in service portfolios. International Journal of Multidisciplinary Research and Growth Evaluation, 2(6), 647–660. Sanni, J. O., Atima, M. E., & Attah, A. (2022). Systematic review of attribution modeling methods resolving bias in multi-touch journeys. Shodhshauryam, International Scientific Refereed Research Journal, 5(1), 304–334. Seyi-Lande, O. B., Arowogbadamu, A. A. G., & Oziri, S. T. (2022). Cross-functional key performance indicator frameworks for driving organizational alignment and sustainable business growth. International Journal of Multidisciplinary Futuristic Development, 1(2), 1–18. Sharma, R., Mithas, S., & Kankanhalli, A. (2014). Transforming decision-making processes: A research agenda for understanding the impact of business analytics on organisations. European Journal of Information Systems, 23(4), 433–441. Shmueli, G., & Koppius, O. R. (2011). Predictive analytics in information systems research. MIS Quarterly, 35(3), 553–572. Simon, H. A. (1955). A behavioral model of rational choice. Quarterly Journal of Economics, 69(1), 99–118. Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63–74. Teece, D. J. (2007). Explicating dynamic capabilities: The nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. Tonoyan, A., Dada, O., & Ayivi-Donkor, S. S. (2021). Advances in demand forecasting: Machine learning algorithms for revenue projection and financial planning accuracy. Gyanshauryam, International Scientific Refereed Research Journal, 4(1), 282–317. Tonoyan, A., Dada, O., & Ayivi-Donkor, S. S. (2022). Advances in geospatial analysis: Predictive analytics methods for store location selection and market entry return on investment. , 6(2), 78– 105. Tufte, E. R. (1990). Envisioning information. Graphics Press. Tufte, E. R. (1997). Visual explanations: Images and quantities, evidence and narrative. Graphics Press. Tufte, E. R. (2001). The visual display of quantitative information (2nd ed.). Graphics Press. Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453–458. Van Bruggen, G. H., Smidts, A., & Wierenga, B. (1998). Improving decision making by means of a marketing decision support system. Management Science, 44(5), 645–658. Verhoef, P. C., Kooge, E., & Walk, N. (2016). Creating value with big data analytics: Making smarter marketing decisions. Routledge. Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121. Weick, K. E. (1995). Sensemaking in organizations. Sage. Wierenga, B. (2011). Managerial decision making in marketing: The next research frontier. International Journal of Research in Marketing, 28(2), 89–101.

From Analytics to Narrative: A Conceptual Workflow for Executive Marketing Decisions

Abstract

Keywords

References

More Articles from INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES