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

IF 4.5 3区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Journal of Global Information Management Pub Date : 2022-01-01 DOI:10.4018/jgim.315646

Matti J. Haverila, Kai C. Haverila, M. Mohiuddin, Zhan Su

{"title":"The Impact of Quality of Big Data Marketing Analytics (BDMA) on the Market and Financial Performance","authors":"Matti J. Haverila, Kai C. Haverila, M. Mohiuddin, Zhan Su","doi":"10.4018/jgim.315646","DOIUrl":null,"url":null,"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.","PeriodicalId":46306,"journal":{"name":"Journal of Global Information Management","volume":null,"pages":null},"PeriodicalIF":4.5000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Information Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.4018/jgim.315646","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}

引用次数: 4

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.

查看原文本刊更多论文

大数据营销分析(BDMA)质量对市场和财务绩效的影响

分析了大数据营销分析（BDMA）质量的影响，特别关注技术和信息质量的BDMA维度，以及部署水平对感知市场和财务绩效的影响。样本由具有大数据（BD）部署经验的加拿大和美国营销受访者收集（N=236）。用PLS-SEM进行了模型分析。该研究强调了技术和信息质量如何与市场和财务业绩相关，具有很高的预测有效性和强度。此外，部署水平对BDMA的技术和信息质量都产生了重大影响。该研究了解了部署水平如何影响BDMA技术和信息质量层面；以及从具有BDMA部署经验的营销人员的角度来看，他们如何单独为提高公司的市场和财务业绩做出贡献。同样显而易见的是，公司在BD部署方面越先进，技术和信息质量就越高。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Global Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

5.80

自引率

14.90%

发文量

118

期刊介绍： Authors are encouraged to submit manuscripts that are consistent to the following submission themes: (a) Cross-National Studies. These need not be cross-culture per se. These studies lead to understanding of IT as it leaves one nation and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one nation transfer. (b) Cross-Cultural Studies. These need not be cross-nation. Cultures could be across regions that share a similar culture. They can also be within nations. These studies lead to understanding of IT as it leaves one culture and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one culture transfer.