Role of Data Analytics, Business Intelligence, and Performance Management in Enhancing Strategic Marketing Decision-Making
Year: 2024
Type: article
Study design: Observational Study
Abstract: 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.
Authors: Omer Tanvir, Raima Adeel, Khansa Masood
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4407614959