IAIC PUBLISHERIAIC PUBLISHER

International Journal of Cyber ​​and IT Service Management (IJCITSM)International Journal of Cyber ​​and IT Service Management (IJCITSM)

This study examines how the rapid evolution of digital technologies and data analytics is reshaping contemporary marketing management, addressing an important research gap in understanding how organizations can shift from intuition based decisions to analytically supported strategies. The objective of this research is to explore how advanced tools such as artificial intelligence, big data analytics, marketing automation, and predictive modeling enhance firms ability to strengthen customer engagement, personalize value offerings, and improve competitive positioning. This study applies a mixed-methods approach that combines a recent literature review covering works published between 2021 and 2024 with a quantitative survey involving 80 marketing professionals from various companies operating in different industries. The data is analyzed using Structural Equation Modeling (SEM-PLS) to examine the relationships between Digital Technology Adoption (DTA), Analytical Capability (AC), and Marketing Performance (MP). The results demonstrate that DTA improves decision making accuracy, enhances marketing agility, and supports more precise segmentation and targeting. Analytical capability also serves as a significant mediator that transforms large volumes of data into actionable marketing insights. Organizations that integrate technological tools with a strong analytical culture achieve greater adaptability and stronger customer centered outcomes. The conclusion highlights that leveraging technology and data analytics is essential for reinventing marketing management in a competitive environment, providing contributions to digital marketing scholarship and offering practical guidance for organizations seeking sustainable marketing innovation.

The study confirms that integrating digital technology and data analytics is crucial for modern marketing management.Strong analytical capabilities mediate the relationship between technology adoption and improved marketing performance.Organizations must invest in both technological infrastructure and the development of analytical skills to achieve optimal results.These findings emphasize the need for a strategic shift towards data-driven decision-making to enhance customer engagement and maintain a competitive edge.

Future research should explore the longitudinal effects of digital transformation on marketing performance, tracking changes over time as organizations mature in their adoption of technology and analytics. Investigating the role of organizational culture and leadership in fostering a data-driven mindset within marketing teams is also crucial, as this can significantly impact the successful implementation of new technologies. Furthermore, studies could examine the ethical implications of using advanced analytics in marketing, particularly concerning data privacy and algorithmic bias, to ensure responsible and sustainable practices. These areas of inquiry will contribute to a more comprehensive understanding of how to effectively leverage technology and data analytics for long-term marketing success and societal benefit.

  1. Harnessing Technology and Data Analytics for Marketing Reinvention | International Journal of Cyber ​​and... doi.org/10.34306/ijcitsm.v6i1.249Harnessing Technology and Data Analytics for Marketing Reinvention International Journal of Cyber AUAUand doi 10 34306 ijcitsm v6i1 249
  2. International Journal of Cyber ​​and IT Service Management (IJCITSM). journal cyber service management... doi.org/10.34306/ijcitsmInternational Journal of Cyber AUAUand IT Service Management IJCITSM journal cyber service management doi 10 34306 ijcitsm
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