Final answer:
The article does not empirically validate any of the proposed hypotheses concerning the effect of marketing analytics on firm performance due to the lack of specific contextual information.
Step-by-step explanation:
The correct option : b
Based on the reference information provided, none of the listed hypotheses can be empirically validated as the question refers to the deployment of marketing analytics and its impact on firm performance, which cannot be confirmed by the given context. It seems that the question might require specific insights from a study or article not included in the provided information. To understand the real impact of marketing analytics deployment, an extensive review of various empirical studies would be necessary. Research outcome utilization, like that seen in the case of college administrators and high school counselors applying findings to their decisions, is key to making informed choices in relation to marketing analytics. Thus, the given reference does not support any of the hypothetical scenarios outlined in the multiple-choice options.
Nevertheless, in general marketing literature, it is commonly proposed that marketing analytics can help firms navigate through competitive environments, understand customer behavior, and dynamically adjust their marketing strategies. These practices are believed to positively affect firm performance. However, there may also be moderating factors such as the level of competition, market analytics prevalence, and customer preferences variability, which could affect the outcome.