Journal of African Development

Impact of Marketing Strategies on the Business Environment of India from the Point of View of Workforce Analytics is the title of the discussed academic article. In particular, the importance of using workforce analytics in order to help make decisions, particularly regarding creating India as an analytics hub (taking 17.4% of the total number of positions requiring analytics skills), is covered in this article. Thus, the role of the use of workforce analytics for improving marketing through the means of marketing analytics, workforce analytics, and organizational effectiveness is evaluated in the article under discussion. During the empirical study conducted with 500 human resource managers and marketers from India, regression and structural equation modeling analyses were used in order to examine relationships between the factors of workforce analytics, productivity of workers, personalized marketing campaigns, and ROI of marketing strategies. It should be noted that according to the existing literature, personalization can lead to 25% increase in customer retention rate for companies using advanced analytical practices, and 40% improvement in conversion rates. Thus, the purpose of this paper is to provide an additional contribution to current knowledge in HR analytics and marketing efficiency