The big data analytics to digital marketing path strengthened by knowledge management

Abstract

This study investigates the impact of Big Data Analytics (BDA) on digital marketing performance, with a particular focus on the mediating role of Knowledge Management (KM). As organizations increasingly adopt BDA to enhance marketing intelligence, customer engagement, and strategic decision-making, the effectiveness of these initiatives hinges on their ability to manage and translate data into actionable insights. To explore this relationship, a quantitative survey was conducted among marketing managers and digital strategy experts from e-commerce and technology-driven firms. Structural Equation Modeling (SEM) was employed to assess both the direct and indirect effects of BDA on digital marketing performance, with KM serving as a mediating variable. The results demonstrate that KM significantly mediates the relationship between BDA and marketing outcomes, suggesting that the integration of robust KM systems enhances the value derived from data analytics. Firms that align their analytical capabilities with effective knowledge-sharing practices are more likely to achieve agility, foster innovation, and sustain competitive advantage in the digital marketing landscape.