Harnessing Technology and Data Analytics for Marketing Reinvention

Dewiana Novitasari; Felina C. Young

doi:10.34306/ijcitsm.v6i1.249

Authors

Dewiana Novitasari Universitas Insan Pembangunan Indonesia https://orcid.org/0000-0001-9046-7701
Felina C. Young Philippine Women’s University https://orcid.org/0009-0003-1301-6933

DOI:

https://doi.org/10.34306/ijcitsm.v6i1.249

Keywords:

Digital Technology, Data Analytics, Marketing Performance, Analytical Capability, Decision Quality

Abstract

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.

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