Analytics in digital marketing: aspirations vs. adoption in a developing business landscape

Ivana Milić; Jovana Vitošević; Konstantin Kirovski; Mihajlo Đurović

doi:10.71159/icemit2542M

Authors

Ivana Milić Information Technology School, Belgrade, Serbia
Jovana Vitošević Toplica Academy of Applied Studies, Department of Business Studies Blace, Serbia
Konstantin Kirovski College of Computing and Information Science, Cornell University, USA
Mihajlo Đurović Toplica Academy of Applied Studies, Department of Business Studies Blace, Serbia

DOI:

https://doi.org/10.71159/icemit2542M

Keywords:

digital marketing, analytics, data-driven approach, ROI optimization, management education

Abstract

This paper explores the significance of applying analytics and data usage in contemporary digital marketing, with a particular focus on the domestic business context. The main objective is to assess the extent to which organizations adopt a data-driven approach in daily marketing activities, identify the most commonly used types of analytics, evaluate the impact of analytical tools, and examine the key challenges and barriers to their implementation. The research is based on a quantitative survey conducted among professionals from various sectors, with the collected data statistically analyzed and visualized. The findings reveal a high level of awareness regarding the importance of analytics, accompanied by a strong desire for broader application. However, a notable gap exists between this declarative orientation and actual usage. This discrepancy is largely attributed to insufficient managerial support, a shortage of skilled professionals, and underdeveloped data infrastructure. The paper offers practical recommendations for strengthening analytical culture through leadership education and systemic enhancement of organizational analytical capabilities.

Keywords: digital marketing, analytics, data-driven approach, ROI optimization, management education

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