2026-09-29T06:47:07Zhttps://skemman.is/oai/request

oai:skemman.is:1946/425622022-07-18T14:12:32Zcom_1946_2007com_1946_1992col_1946_2009

Háskólinn á Bifröst Atli Björgvinsson 1989- Ragnar Már Vilhjálmsson 1969- The world of marketing is a constantly changing field. Not just with fast phasing consumers wanting to have communications through the most current mediums, but also due to the increasing availability of data to structure and streamline their work as a marketer. This study aims to determine how such data is used in the field of B2B marketing, and specifically, it investigates the main factors influencing data utilization within Icelandic B2B companies. To be able to make assumptions on the topic, ten in-depth interviews were conducted with key players working in and/or with some of the biggest Icelandic B2B organizations when looking at a number of employees. Interviews were then analyzed, broken into categories, and then splitted up into two main factors. The results suggest that knowledge and synergy are the main factors influencing data utilization in Icelandic B2B companies. Those two factors are then broken down into subcategories: Legal Knowledge, Technology Knowledge, Industry Knowledge, and finally, Sales and Marketing knowledge. Synergy also had the subcategories of Company Alignment and Long-Term Mindset. 2022-07-18T14:12:30Z 2022-07-18T14:12:30Z 2022-07-18T14:12:32Z 2022-05-06T17:29:19Z 2022-06 http://hdl.handle.net/1946/42562 en Meistaraprófsritgerðir Viðskiptafræði Markaðsfræði Markaðsáætlanir Gagnasöfnun Gagnanotkun Data-driven B2B marketing Utilization of data in B2B companies' marketing decision-making Thesis Master's