Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?
Journal of Enterprise Information Management
ISSN: 1741-0398
Article publication date: 30 April 2021
Issue publication date: 8 March 2022
Abstract
Purpose
Few well-documented studies have explained the importance of researching firms' marketing analytics capability (FMAC). In spite of its significance, there is scant attention to conceptualising and empirically investigating FMAC and its consequences in a data-driven business context. Thus, this study aims to develop and test a conceptual model that relates FMAC and its repercussions in the data-rich business environment.
Design/methodology/approach
This study analysed the data from 250 managers amongst large and medium-sized manufacturing and service-intensive firms. Furthermore, this research performed an empirical study by using operationalised questionnaire survey method to verify the hypotheses and reach its theoretical and managerial implications. Structural equation modelling with maximum-likelihood estimation method was applied to verify the validity of the proposed research model.
Findings
Multivariate analysis results show that FMAC significantly influences firms' competitive marketing performance (FCMP) with the presence of holistic marketing decision-making (HMDM) as a mediator. Moreover, adoption of artificial intelligence (AAI) enhances the relationship of FMAC-HMDM and FMAC-FCMP linkages.
Practical implications
This study analyses how FMAC can enhance FCMP and contributes to resource-based views and technological capability theories. From a managerial perspective, guidelines are provided for marketers to adopt advance technologies, such as AI, to optimise FMAC and HMDM to achieve competitive marketing performance.
Originality/value
Believing that “how to be competitive in marketing performance under data-rich-environment”, this research is the first to use the data of a firm manager to facilitate the understanding of FMAC, which provides a new direction for improving marketing performance. In addition, HMDM and AAI are also proposed for firms to optimise FCMP.
Keywords
Acknowledgements
The authors acknowledge North South University (NSU) for awarding research grant to conduct this research.
Citation
Rahman, M.S., Hossain, M.A. and Abdel Fattah, F.A.M. (2022), "Does marketing analytics capability boost firms' competitive marketing performance in data-rich business environment?", Journal of Enterprise Information Management, Vol. 35 No. 2, pp. 455-480. https://doi.org/10.1108/JEIM-05-2020-0185
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited