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February 12, 2026Knowledge and Process ManagementOpen Access

Data‐Driven Marketing Processes: A Roadmap for Big Data Analytics Adoption in a Brazilian SaaS SME

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Authors

FVFabricio VenancioCRCarlos Roberto De RoltDDDenilton Luiz Darold

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Overview

Qualitative case study reveals how SaaS SMEs can enhance marketing through big data and AI adoption, suggesting effective strategies for integration.

Key Points

  • This research aims to explore how SaaS SMEs can leverage big data analytics and AI to transform marketing processes and improve client acquisition.
  • Conducted a qualitative case study of a Brazilian SaaS company
  • Developed a framework integrating web mining and large language models into marketing processes
  • Performed process mapping to investigate organizational changes for AI adoption
  • Conducted interviews with key stakeholders to identify barriers and opportunities for implementation
  • Found that resource constraints challenge the adoption of advanced analytics in SMEs
  • Identified the need for organizational adjustments to align technology with business goals
  • Proposed a customized roadmap for integrating AI-driven marketing solutions in resource-constrained environments

Cite This Study

Venancio et al. (2026) studied this question.

synapsesocial.com/papers/698d6eca5be6419ac0d54927https://doi.org/10.1002/kpm.70032
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