From Data to Strategy: How Big Data Analytics Shapes Marketing Plan Development in Digital Marketing Companies

Mohammed Yousef Bteibt
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Mohammed Yousef Bteibt: Jaume I University, Spain.

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Abstract: Despite Big Data Analytics' (BDA) widespread adoption in digital marketing, agencies often limit it to retrospective reporting rather than strategic planning, creating a critical theoretical and practical gap. This conceptual study aims to elucidate BDA's role across all stages of marketing plan development—from situational analysis to adaptive evaluation—proposing an integrated framework grounded in capability-performance, knowledge utilization, and organizational agility theories. Through literature synthesis and theoretical integration, we advance six propositions positioning BDA capability as the mechanism linking data resources to planning quality and performance, mediated by knowledge integration and agility, with organizational readiness as a precondition. Key findings reveal BDA's systematic enhancement of each planning phase, transforming analytics into proactive planning logic. The framework's primary contribution lies in its comprehensive seven-stage model and testable propositions, guiding empirical research in emerging markets. Limitations include its non-empirical nature and the need for future validation across diverse agency contexts.

Date: 2026-03-11
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Published in Journal of Economics and Trade, 2026, 11 (1), pp.242-252

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05551735

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