From Data to Decisions: Marketing Analytics, Mental Performance, and Firm Growth in an Emerging Market
Using a field experiment with 550 Rwandan firms, we show marketing analytics causally enhances entrepreneurs’ cognition and raises firm sales and profits.
Authors
- Stephen J. Anderson (ORCID: https://orcid.org/0000-0003-1945-1963)
- Naufel J. Vilcassim
- Pradeep K. Chintagunta (ORCID: https://orcid.org/0000-0003-2854-5216)
- Rupali Kaul (ORCID: https://orcid.org/0000-0002-7167-6548)
Institutions
- University of Chicago (US)
- INSEAD (SG)
- London School of Economics and Political Science (GB)
- Texas A&M University (US)
Publication Details
- Journal
- Marketing Science
- Published
- 2026-10-12
- DOI
- https://doi.org/10.1287/mksc.2025.0292
- Primary Topic
- Big Data and Business Intelligence
- Type
- article
- Field-Weighted Citation Impact
- 0.00