Nowadays the data-driven approach has become a leading initiative in the context of digital transformations based on the widespread adoption of Internet of Things (IoT). The aim of the research is to estimate the impact of the IoT-related data inputs on the marketing effectiveness within the business-to-business (B2B) environment under the prism of internally involved teams on the way to customer loyalty and satisfaction. The research outcomes highlight the opportunity for maximisation of marketing effectiveness by improving the quality of the acquired lead proceeding towards customer retention. The sample data represents responses from 541 customers of the leading digital platform in Europe within the last two years. The study employs confirmatory factor analysis (CFA) and exploratory factor analysis (EFA). A Structural Equation Modelling (SEM) model connects the constructs to the outcome variable.

DOI: https://doi.org/10.3846/bm.2023.978