BIG DATA ANALYTICS, ARTIFICIAL INTELLIGENCE, DIGITAL MARKETING, AND BUSINESS PERFORMANCE

Abstract

Big data analytics (BDA), artificial intelligence (AI), and digital marketing are creating a new paradigm in business management that is changing the way companies gather market intelligence, understand customers, develop strategies, and acquire competitive advantage. The current existing studies, however, are fragmented with very limited focus on the transformation of data-driven capabilities into AI-powered marketing intelligence and then into the value of the customers and the business. This paper introduces an integrated conceptual framework that connects BDA capability, AI enabled marketing intelligence, digital marketing capability, marketing agility, customer experience, customer trust, responsible data governance and business performance. The framework borrows the concepts from the resource-based view, dynamic capabilities theory, and the theory of resource orchestration, which essentially defines BDA as the analytical platform, AI as a mechanism that enhances intelligence, and digital marketing as the platform to turn intelligence into action in the market. The framework suggests that BDA capability supports AI-powered marketing intelligence that further develops digital marketing capability and marketing agility that leads to better customer experiences, personalization, engagement and business performance. It also suggests that the readiness of organizations to adopt AI and their digital maturity affects the development of capabilities, and that good data management and customer trust enable the realisation of value from data. The framework adds a capability-based data-to-value view, and offers theoretically informed propositions for future empirical studies.