Modern Research in Decision Making

Data-driven analysis of competitive marketing performance under uncertainty: The Effect of multiple interactions between big data, marketing analytics capabilities, artificial intelligence, and holistic marketing decision-making

Document Type : Original Article

Authors

Soheila Khoddami 1
Rasoul Nosratpanah 2

1 Associate Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

2 MSc., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

Abstract
With the widespread digitalization of businesses, big data and advanced analytics have become increasingly critical in shaping strategic marketing decisions. This study examines the impact of big data utilization (BDU) on competitive marketing performance (CMP), taking into account the interactions between artificial intelligence (AI) adoption, marketing analytics capabilities (MAC), holistic marketing decision-making (HMD), and market uncertainty (MU). Adopting a positivist paradigm and a deductive approach, the research is applied in purpose and descriptive-survey in nature. The statistical population comprised marketing managers, and the sample size was determined to be 263 using G*Power3. Data were collected via a standardized online questionnaire through non-probability convenience sampling and analyzed using structural equation modeling with SmartPLS3 software. The findings indicate that, under conditions of MU, BDU enhances companies’ CMP through the mediating effects of AI adoption, MAC, and HMD processes. The novelty of this research lies in the development of an integrated framework that, for the first time, combines AI technologies, analytical capabilities, and strategic decision-making within volatile market environments. This model offers a practical roadmap for strengthening data-driven readiness among marketing managers and optimizing marketing performance through the convergence of technology and analytics.

Keywords

Big data
Artificial intelligence
Marketing analytics
Holistic marketing decision-making
Competitive performance
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