Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), the internet of things (IoT), blockchain, and drones, among others, to assist in interacting with their customers. Further, with the prominence of personalization and customer engagement as the go-to customer management strategies, it is essential for firms to understand how to integrate new-age technologies into their existing practices to aid seamlessly in the generation of actionable insights. Towards this end, this study proposes an organizing framework to understand how firms can use digital analytics, within the changing technology landscape, to generate consumer insights. The proposed framework begins by recognizing the forces that are external to the firm then lead to the generation of specific capabilities by the firm. Further, the firms capabilities can lead to the generation of insights for decision-making that can be data-driven and/or analytics-driven. Finally, the proposed framework identifies the creation of value-based outcomes for firms and customers resulting from the insights generated. Additionally, we identify moderators that influence: (a) the impact of external forces on the development of firm capabilities, and (b) the creation of insights and subsequent firm outcomes. This study also identifies questions for future research that combines the inclusion of new-age technologies, generation of strategic insights, and the achievement of established firm outcomes.

企业越来越倾向于使用新时代的技术，例如人工智能（AI），物联网（IoT），区块链和无人机等，以协助与客户互动。此外，随着个性化和客户参与的重要性成为客户管理策略，企业必须了解如何将新时代的技术集成到他们现有的实践中，以无缝地帮助您生成可行的见解。为此，本研究提出了一个组织框架，以了解企业如何在不断变化的技术环境中使用数字分析来产生消费者见解。拟议的框架首先要认识到公司外部的力量，然后导致产生特定的公司的能力。此外，公司的能力可以导致产生由数据驱动和/或分析驱动的决策见解。最后，所提出的框架确定了从产生的见解中为企业和客户创造的基于价值的结果。此外，我们确定了主持人，这些主持人会影响：（a）外力对公司能力发展的影响，以及（b）洞察力的产生和随后的公司成果。这项研究还确定了未来研究的问题，这些问题结合了新时代技术的引入，战略见解的产生以及已确立的公司成果的实现。