ABSTRACT
In today’s data-driven business environment, analytics has
emerged as a critical enabler of product success, yet
organizations often struggle to convert vast data into actionable
strategic insights. This study addresses this challenge by
developing and qualitatively validating an integrative
framework that explicates how analytics capabilities influence
product strategy across the product lifecycle. Using a systematic
literature review and four semi-structured expert interviews, the
study captures perspectives from both academic and industry
practitioners, ensuring methodological rigor and practitioner
relevance. The resulting framework comprises foundational
technological analytics capabilities, organizational readiness and
cross-functional integration, ethical governance, and
performance-oriented mechanisms. Findings demonstrate that
analytics enhances iterative product refinement, predictive
modeling, behavioral telemetry, adaptive experimentation, and
AI-enabled simulation, while complementing human judgment,
leadership prioritization, and cross-functional collaboration.
Experts emphasized leading indicators, North-Star metrics, and
continuous learning as mechanisms translating data into
measurable improvements in adoption, engagement, and
financial performance. Ethical governance emerged as essential
for maintaining trust, regulatory compliance, and sustainable
analytics practices. Practically, the framework offers
organizations a structured pathway to embed analytics
systematically into product development, balancing empirical
evidence with strategic creativity. The study contributes
theoretically by advancing understanding of the socio-technical
dynamics of data-driven product innovation and provides
actionable guidance for firms seeking to achieve measurable
product and market outcomes.
KEYWORDS
Data analytics; Data-driven product strategy; Data analytics
capabilities; Product performance; Strategic decision-making;
Data-driven innovation; Organizational alignment.
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