Data-Driven Marketing Processes : A Roadmap for Big Data Analytics Adoption in a Brazilian SaaS SME
(2026) In Knowledge and Process Management- Abstract
Small and medium-sized enterprises (SMEs) often face unique challenges in integrating advanced digital technologies due to limited resources and organizational constraints. While much attention has been given to large firms' adoption of big data analytics (BDA) and artificial intelligence (AI), less is known about how SMEs can leverage these tools effectively. This study addresses the research question of how SMEs, especially SaaS B2B, can transform marketing processes through advanced data analytics, large language models (LLMs), and generative AI. Drawing on a qualitative case study of a SaaS company, this research proposes a framework for integrating web mining and LLMs into a semantic analysis process to improve client acquisition... (More)
Small and medium-sized enterprises (SMEs) often face unique challenges in integrating advanced digital technologies due to limited resources and organizational constraints. While much attention has been given to large firms' adoption of big data analytics (BDA) and artificial intelligence (AI), less is known about how SMEs can leverage these tools effectively. This study addresses the research question of how SMEs, especially SaaS B2B, can transform marketing processes through advanced data analytics, large language models (LLMs), and generative AI. Drawing on a qualitative case study of a SaaS company, this research proposes a framework for integrating web mining and LLMs into a semantic analysis process to improve client acquisition by better targeting potential clients, i.e., leads. It optimizes lead qualification and facilitates the replication of successful cases by automating data collection, generating tailored marketing content, and creating customized commercial proposals. Based on the business analytics success model (BASM) framework, our study investigates the organizational changes necessary to embed innovative data-driven business processes into existing workflows through process mapping. Key stakeholders evaluate the proposal via interviews, which discuss the barriers to aligning and opportunities associated with adopting AI-driven solutions and emphasize the importance of technological capabilities with business goals. The findings reveal that for SMEs, adopting advanced analytics is contingent upon overcoming resource constraints through targeted organizational adjustments, such as incorporating dominant logic identification into strategic planning. This research contributes theoretically by customizing the BASM for SaaS SMEs and offering a roadmap for implementing AI-driven marketing solutions, demonstrating how SMEs can enhance operational efficiency and achieve competitive advantages, even in resource-constrained environments.
(Less)
- author
- Venancio, Fabricio ; De Rolt, Carlos Roberto and Darold, Denilton LU
- organization
- publishing date
- 2026
- type
- Contribution to journal
- publication status
- epub
- subject
- keywords
- big data analytics, business analytics success model (BASM), business processes innovation, data-driven innovations, data-driven marketing
- in
- Knowledge and Process Management
- publisher
- John Wiley & Sons Inc.
- external identifiers
-
- scopus:105029831888
- ISSN
- 1092-4604
- DOI
- 10.1002/kpm.70032
- language
- English
- LU publication?
- yes
- id
- a8bcb023-cc83-4084-b2bf-72c174a671d1
- date added to LUP
- 2026-02-27 13:23:24
- date last changed
- 2026-02-27 13:23:47
@article{a8bcb023-cc83-4084-b2bf-72c174a671d1,
abstract = {{<p>Small and medium-sized enterprises (SMEs) often face unique challenges in integrating advanced digital technologies due to limited resources and organizational constraints. While much attention has been given to large firms' adoption of big data analytics (BDA) and artificial intelligence (AI), less is known about how SMEs can leverage these tools effectively. This study addresses the research question of how SMEs, especially SaaS B2B, can transform marketing processes through advanced data analytics, large language models (LLMs), and generative AI. Drawing on a qualitative case study of a SaaS company, this research proposes a framework for integrating web mining and LLMs into a semantic analysis process to improve client acquisition by better targeting potential clients, i.e., leads. It optimizes lead qualification and facilitates the replication of successful cases by automating data collection, generating tailored marketing content, and creating customized commercial proposals. Based on the business analytics success model (BASM) framework, our study investigates the organizational changes necessary to embed innovative data-driven business processes into existing workflows through process mapping. Key stakeholders evaluate the proposal via interviews, which discuss the barriers to aligning and opportunities associated with adopting AI-driven solutions and emphasize the importance of technological capabilities with business goals. The findings reveal that for SMEs, adopting advanced analytics is contingent upon overcoming resource constraints through targeted organizational adjustments, such as incorporating dominant logic identification into strategic planning. This research contributes theoretically by customizing the BASM for SaaS SMEs and offering a roadmap for implementing AI-driven marketing solutions, demonstrating how SMEs can enhance operational efficiency and achieve competitive advantages, even in resource-constrained environments.</p>}},
author = {{Venancio, Fabricio and De Rolt, Carlos Roberto and Darold, Denilton}},
issn = {{1092-4604}},
keywords = {{big data analytics; business analytics success model (BASM); business processes innovation; data-driven innovations; data-driven marketing}},
language = {{eng}},
publisher = {{John Wiley & Sons Inc.}},
series = {{Knowledge and Process Management}},
title = {{Data-Driven Marketing Processes : A Roadmap for Big Data Analytics Adoption in a Brazilian SaaS SME}},
url = {{http://dx.doi.org/10.1002/kpm.70032}},
doi = {{10.1002/kpm.70032}},
year = {{2026}},
}