Implementing Data Analytics Marketing Strategies for Not-For-Profit Organisations: Learning from a Case Study in Singapore

Many commercial organisations have used data analytics to understand their customers and provide customised services and products to gain competitive advantages. Some of these organisations, like Uber and Amazon, have successfully disrupted the existing market leaders and forced the incumbents to change their business models. Although data analytics strategies provide new opportunities for organisations, there are tremendous technical and organisational challenges for companies to implement the strategies successfully. Many organisations have failed in the implementations because they did not manage the changes systematically. Many pieces of research are done, using commercial organisations especially the large ones, to provide recommendations on implementing data analytics strategies successfully. Furthermore, most of the research is performed in the United States and Europe. Research gaps are identified as there is little research work performed for small, not-for-profit organisations in Singapore. This research project attempts to fill the research gaps, firstly, by understanding the challenges encountered by small, not-for-profit organisations in Singapore when implementing data analytics strategies. Secondly, by providing appropriate recommendations for such organisations to guide them successfully launch data analytics strategies. This is because not-for-profit organisations are becoming more influential, and consuming an increasing proportion of national resources. Through a case study organisation, the research project identified challenges and success factors for implementing data analytics strategies for not-for-profit organisations. Some of the challenges and success factors differ from those noted in literature reviews, which use large, commercial organisations for research. Using knowledge gained from literature review and strategy implementation at the case study organisation, a new 5 “Os” framework is proposed to assist small, not-for-profit organisations launch their data analytics strategies. Although this research project focuses on a not-for-profit organisation in Singapore, it is expected that the 5 “Os” framework can be used by organisations outside the country, with appropriate adaptations. Some observations made during the research work are new to the literature. For example, it is noted during the research work that leaders who understand the importance of digitalisation and data analytics, would find ways to overcome talent shortages and funding issues. These discoveries can be added to the body of knowledge to strengthen the implementation framework, particularly useful for small, not-for-profit organisations. Despite the exciting findings, it is acknowledged that there are limitations in the research work. For example, due to the small set-up in the case study organisation, future research can be performed on the same topics using other research methodology, such as quantitative and random sampling methods, or using organisations in different geographical locations.