Big Data, Marketing Analytics, and Firm Marketing Capabilities

While big data, marketing analytics, and firm marketing capabilities are all potential drivers of competitive advantage, there is limited research that investigates the interrelationship between them. This study aims to address this gap by examining the mechanisms through which big data and marketing analytics can be used to enhance firm marketing capabilities. Drawing on the dynamic capability view, a research model is developed and tested based on an analysis of 316 survey responses. The findings demonstrate positive effects of the use of big data on the use of marketing analytics, and the latter's effect on firm marketing planning, marketing implementation, brand management, customer relationship management, and product development management. This study helps advance our understanding of firm marketing capability-enhancing processes through the use of big data and marketing analytics. It also provides practical implications to guide firms in using big data and marketing analytics to improve their marketing capabilities.