Leveraging Data-Driven Decision Making Marketing Practice

https://www.igi-global.com/gateway/chapter/372400 This study investigates the impact of data-driven decision-making (DDDM) on Marketing procedures, particularly for government sector employees. The research uses a qualitative approach, interviewing Marketing specialists and civil officials from various government agencies and examining secondary data from government Marketing reports and case studies. The results show that DDDM can improve recruiting procedures, performance evaluations, training programs, and staff retention efforts by enabling more accurate applicant skills, identifying employee needs and performance gaps, and gaining predictive insights into employee engagement and happiness. However, challenges such as advanced data literacy, concerns about data protection, and resistance to change stemming from bureaucratic procedures are addressed. The study concludes that DDDM has the potential to create a more adaptable, efficient, and dynamic workforce in public service. Future research should focus on longitudinal studies and explore the integration of modern technologies to enhance decision-making processes.