Role of Data Analytics, Business Intelligence, and Performance Management in Enhancing Strategic Marketing Decision-Making
DOI:
https://doi.org/10.55737/qjss.vi-i.25294Keywords:
Data Analytics, Business Intelligence, Performance Management, Strategic Marketing, Decision-MakingAbstract
In today's data-driven business environment, organizations increasingly rely on Data Analytics, Business Intelligence, and Performance Management to enhance Strategic Marketing Decision-Making. This study examines how these three factors contribute to improving decision-making effectiveness, particularly in marketing strategy formulation and execution. A quantitative research methodology was adopted, utilizing a structured questionnaire to collect data from a sample of 300 professionals across diverse sectors, including Telecom, Airline, Property Management, and Real Estate Development. The study employed statistical analysis techniques to assess the relationships between independent variables (Data Analytics, Business Intelligence, and Performance Management) and the dependent variable (Strategic Marketing Decision-Making). The findings reveal a significant positive relationship between all three independent variables and Strategic Marketing Decision-Making. Data Analytics emerged as the most influential factor, providing deeper insights for market trend forecasting and consumer behavior analysis. Business Intelligence was found to enhance efficiency and real-time reporting, supporting marketing campaign effectiveness. Performance Management played a crucial role in aligning marketing objectives with overall business strategy. These results emphasize the importance of leveraging data-driven marketing strategies to optimize decision-making in modern organizations. The study provides practical implications for businesses seeking to enhance marketing performance, customer engagement, and competitive positioning through advanced analytics and intelligent reporting systems.
References
Adesina, A. A., Iyelolu, T. V., & Paul, P. O. (2024). Leveraging predictive analytics for strategic decision-making: Enhancing business performance through data-driven insights. World Journal of Advanced Research and Reviews, 22(3), 1927–1934. https://doi.org/10.30574/wjarr.2024.22.3.1961
Aljawarneh, N. M. (2024). The Mediating Role of Organization Agility between Business Intelligence & Innovative Performance. Journal of Statistics Applications & Probability, 13(3), 929-938. http://dx.doi.org/10.18576/jsap/130307
AlKoliby, I. S. M., Abdullah, H. H., & Suki, N. M. (2023). Linking knowledge application, digital marketing, and manufacturing SMEs’ sustainable performance: The mediating role of innovation. Journal of the Knowledge Economy, 15(2), 6151–6177. https://doi.org/10.1007/s13132-023-01157-4
Analytics, M. (2016). The age of analytics: competing in a data-driven world. McKinsey Global Institute Research.
Awan, S. H., Habib, N., Shoaib Akhtar, C., & Naveed, S. (2020). Effectiveness of performance management system for employee performance through engagement. SAGE Open, 10(4), 215824402096938. https://doi.org/10.1177/2158244020969383
Chaudhuri, R., Chatterjee, S., Vrontis, D., & Thrassou, A. (2024). Adoption of robust business analytics for product innovation and organizational performance: the mediating role of organizational data-driven culture. Annals of Operations Research, 339(3), 1757–1791. https://doi.org/10.1007/s10479-021-04407-3
Ecem Yildiz, A., Dikmen, I., & Talat Birgonul, M. (2020). Using system dynamics for strategic performance management in construction. Journal of Management in Engineering, 36(2), 04019051. https://doi.org/10.1061/(asce)me.1943-5479.0000744
Giannakopoulos, N. T., Terzi, M. C., Sakas, D. P., Kanellos, N., Toudas, K. S., & Migkos, S. P. (2024). Agroeconomic Indexes and Big Data: Digital Marketing Analytics Implications for Enhanced Decision Making with Artificial Intelligence-Based Modeling. Information, 15(2), 67. https://doi.org/10.3390/info15020067
Hamidinava, F., Ebrahimy, A., Samiee, R., & Didehkhani, H. (2021). A model of business intelligence on cloud for managing SMEs in COVID-19 pandemic (Case: Iranian SMEs). Kybernetes, 52(1), 207-234.
Hera, A., Al Rian, A., Faruque, M. O., Sizan, M. M. H., Khan, N. A., Rahaman, M. A., & Ali, M. J. (2024). Leveraging information systems for strategic management: Enhancing decision-making and organizational performance. American Journal of Industrial and Business Management, 14(8), 1045-1061. https://doi.org/10.4236/ajibm.2024.148054
Mehdikhani, R., Valmohammadi, C., & Taraz, R. (2024). The influence of business analytics on supply chain ambidexterity: the mediating role of market learning. VINE Journal of Information and Knowledge Management Systems. https://doi.org/10.1108/vjikms-12-2023-0344
Mer, A., & Virdi, A. S. (2024). Decoding the challenges and skill gaps in small-and medium-sized enterprises in emerging economies: A review and research agenda. Contemporary Challenges in Social Science Management: Skills Gaps and Shortages in the Labour Market, 112, 115-134. https://doi.org/10.1108/S1569-37592024000112B007
Monson, F. K. S. (2024). Unveiling the strategic resource dimension: A bibliometric and systematic review of the Resource-Based View and its application to corporate governance. The Journal of High Technology Management Research, 35(2), 100516. https://doi.org/10.1016/j.hitech.2024.100516
Ngcobo, K., Bhengu, S., Mudau, A., Thango, B., & Lerato, M. (2024). Enterprise data management: Types, sources, and real-time applications to enhance business performance-a systematic review. Systematic Review| September.
Omol, E., Mburu, L., & Abuonji, P. (2024). Unlocking digital transformation: The pivotal role of data analytics and business intelligence strategies. International Journal of Knowledge Content Development & Technology, 14(3), 77-91. https://doi.org/10.5865/IJKCT.2024.14.3.077
Osman, A. M., Liu, Y., & Wang, Z. (2023). Influence of organizational culture on construction firms’ performance: the mediating roles of innovation and marketing capabilities. Buildings, 13(2), 308. https://doi.org/10.3390/buildings13020308
Paramesha, M., Rane, N. L., & Rane, J. (2024). Big data analytics, artificial intelligence, machine learning, internet of things, and blockchain for enhanced business intelligence. Partners Universal Multidisciplinary Research Journal, 1(2), 110–133. https://www.pumrj.com/index.php/research/article/view/14
Saputra, N., Putera, R. E., Zetra, A., Azwar, Valentina, T. R., & Mulia, R. A. (2024). Capacity building for organizational performance: a systematic review, conceptual framework, and future research directions. Cogent Business & Management, 11(1), 2434966. https://doi.org/10.1080/23311975.2024.2434966
Solano, M. C., & Cruz, J. C. (2024). Integrating analytics in enterprise systems: A systematic literature review of impacts and innovations. Administrative sciences, 14(7), 138. https://doi.org/10.3390/admsci14070138
Szukits, Á., & Móricz, P. (2024). Towards data-driven decision making: the role of analytical culture and centralization efforts. Review of Managerial Science, 18(10), 2849-2887. https://link.springer.com/article/10.1007/s11846-023-00694-1
Tambare, P., Meshram, C., Lee, C.-C., Ramteke, R. J., & Imoize, A. L. (2021). Performance measurement system and quality management in data-driven Industry 4.0: A review. Sensors, 22(1), 224. https://doi.org/10.3390/s22010224
Theodorakopoulos, L., & Theodoropoulou, A. (2024). Leveraging big data analytics for understanding consumer behavior in digital marketing: A systematic review. Human Behavior and Emerging Technologies, 2024(1), 3641502. https://doi.org/10.1155/2024/3641502
Tsiu, S. V., Mathabela, L., & Ngobeni, M. (2024). Applications and competitive advantages of data mining and business intelligence in SMEs performance: A systematic review. Available at SSRN 4958874. https://doi.org/10.2139/ssrn.4958874
