The Impact of Quality of Big Data Marketing Analytics (BDMA) on the Market and Financial Performance

Abstract

Impact of quality of big data marketing analytics (BDMA) was analyzed, with special attention to the BDMA dimensions of technology and information quality, and the level of deployment on perceived market and financial performance. The sample was collected with Canadian and U.S. marketing respondents with experience in big data (BD) deployment (N=236). The model analysis was done with PLS-SEM. The study highlights how technology and information quality are related to the market and financial performance with high predictive validity and strength. Also, the level of deployment had a significant impact on both the technology and information quality in BDMA. The study provides an understanding of how the level of deployment impacts BDMA technology and information quality dimensions; and how they individually contribute to the enhancement of a firm's market and financial performance from the perspective of marketing personnel with experience in deployment of BDMA. It is also evident that the more advanced the firm is in the deployment of BD, the higher the technology and information quality.