Aktuálne číslo: 2/2025
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DATA-DRIVEN MARKETING AND DIGITAL INTELLIGENCE: MEASURING MATURITY IN SLOVAK ORGANIZATIONS
This paper examines the level of data-driven marketing maturity and the use of digital intelligence tools among Slovak organizations. Based on a quantitative survey (n = 124) covering three key dimensions: marketing automation tools, customer lifecycle data management, and social media analytics, the study identifies how organizations integrate data into their strategic and operational marketing processes. The results show that while most respondents actively use online tools such as newsletters, chatbots, and AI systems, data management often remains fragmented across multiple platforms. A significant portion of organizations collect customer data throughout the entire lifecycle, but analytical utilization is still limited. Furthermore, only half of the surveyed organizations systematically analyze social media data, indicating a gap between digital infrastructure and strategic data application. The findings highlight the need for comprehensive CRM integration, advanced data analytics, and a stronger alignment between marketing intelligence and digital maturity development.
Vydanie: 2025/2 Strany: 118-124 Klasifikácia JEL: M31, M15, O33, L86
DOI: https://doi.org/10.52665/ser20250212
Kľúčové slová: customer relationship management, data-driven marketing, digital intelligence, digital maturity, social media analytics
Sekcia: Special section - Scientific articles from the international scientific conference "ECOSYSTEMS OF THE FUTURE: Startups, Smart Cities and Human Resources at the Core of the Digital Economy"
Kontakty:
Ing. Miroslav Reiter, PhD.
Bratislava University of Economics and Management
Furdekova 16 851 04 Bratislava, Slovakia
e-mail: miroslav.reiter@itacademy.sk
ORCID-ID: 0000-0003-1804-651X
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