According to the literature, companies that use consumer data from digital marketing can have better results than those that do not. However, investments in analytics have gradually declined and most research does not place the use of data in strategic processes. Thus, this paper proposes a model to evaluate the incorporation of external knowledge generated by data, with the organization's internal knowledge, through the insertion of the absorptive capacity as a mediator between the use of digital marketing data and the effectiveness of marketing decision-making. To this end, a survey of 144 Brazilian retail companies was conducted and it was found that there is mediation, but it is partial. The findings suggest some insights into actions that can be taken to improve the use of data by the organization, such as the importance of disseminating marketing data, so that it can be used strategically by decision-makers.

根据文献，使用来自数字营销的消费者数据的公司可以比那些不使用的公司有更好的结果。然而，对分析的投资逐渐减少，而且大多数研究并未将数据的使用置于战略流程中。因此，本文提出了一个模型，通过插入吸收能力作为数字营销数据的使用和营销决策有效性之间的中介，来评估数据生成的外部知识与组织内部知识的结合。为此，对144家巴西零售企业进行了调查，发现存在调解，但只是部分调解。调查结果提出了一些可以采取的行动的见解，以改善组织对数据的使用，