TY  - JOUR 
AU  - Morales Serazzi, Manuel
AU  - González Benito, Óscar
AU  - Martos Partal, María Mercedes
PY  - 2023
SN  - 2340-9444
UR  - http://hdl.handle.net/10366/156554
AB  - [EN] This study proposes as a key cause of the high failure rates in the implementation of analytical projects for marketing
decisions, the discrepancy in the information quality (DIQ) perceived between producers (information technology [IT])
and...
LA  - eng
PB  - SAGE Publications [Commercial Publisher]
KW  - Quality information
KW  - Data analytics capacity
KW  - Discrepancies
KW  - Alignment
KW  - Big data
TI  - Achieving useful data analytics for marketing: Discrepancies in information quality for producers and users of information
DO  - 10.1177/2340944421996343
T2  - BRQ Business Research Quarterly
VL  - 26
M2  - 196
ER  -