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Influence of Data-Driven Digital Marketing Strategies on Organizational Marketing Performance: Mediating Role of IT Infrastructure

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Cutting-Edge Business Technologies in the Big Data Era (SICB 2023)

Part of the book series: Studies in Big Data ((SBD,volume 135))

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Abstract

The purpose of this research was to investigate the function that IT infrastructure played as a mediator between data-driven digital marketing strategies and the marketing performance of organizations. Dimensions of data-drive digital marketing strategies adopted included (Data collection, Data analysis, Segmentation, Targeting, Personalization, Automation and Optimization). The quantitative method was used to successfully complete the study’s objectives, a questionnaire was distributed on a sample of (84) marketing managers and leaders within delivery services companies which are licensed and operating in Jordan. Results of study indicated that IT infrastructure mediates the relationship between Data-driven digital marketing strategies and marketing performance. Study recommended before implementing any data-driven marketing strategy, it is important to have clear business goals and metrics in place. Further recommendations were presented in the study.

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Authors and Affiliations

  1. Al-Zaytoonah University of Jordan, Amman, Jordan

    Nafez Ali

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  1. Nafez Ali
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Correspondence to Nafez Ali .

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Editors and Affiliations

  1. Faculty of Business, Information Systems and Business Analytics, Al-Zaytoonah University of Jordan, Amman, Jordan

    Saad G. Yaseen

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Ali, N. (2023). Influence of Data-Driven Digital Marketing Strategies on Organizational Marketing Performance: Mediating Role of IT Infrastructure. In: Yaseen, S.G. (eds) Cutting-Edge Business Technologies in the Big Data Era. SICB 2023. Studies in Big Data, vol 135. Springer, Cham. https://doi.org/10.1007/978-3-031-42463-2_31

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