Key drivers and challenges to perform marketing analytics on it markets

: a Fujitsu case study

Abstract

To present a solution to measure marketing return on investment for Fujitsu’s global marketing community and identify the main challenges the company faces, this study starts by doing a literature review about data, its management and how it contributes to the leverage of marketing, focusing on marketing performance, its financial point of view and how marketing performance supportive systems should be approached.Subsequently, a contextualization of the global information technology market is done, having into consideration the most representative segment for Fujitsu, the services segment.Afterwards, an internal analysis of Fujitsu is made since its beginning to the current organizational structure and its financial results. Finally, a global marketing department contextualization is done, considering how it contributes to the business and intends to support Fujitsu’s strategy. The way the Group is tackling the COVID-19 pandemic is also taken into consideration as well as an external analysis on how the company is performing. Having as the main goal supporting the global marketing community, this study presents as the last subject, a solution on measuring marketing return on investment, having as a baseline the company’s challenges. For this matter, it’s taken into consideration a real study case approach.

Date of Award	24 Jan 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)