The relationship between the quality of big data marketing analytics and marketing agility of firms: the impact of the decision-making role

Against the backdrop of the resource-based and dynamic capabilities view, this paper examines the impact of technology and information quality on marketing agility and the effect of the decision-making role on technology and information quality in the context of big data marketing analytics. Data were acquired from 236 marketing professionals in the U.S. and Canada working in companies with at least limited experience in big data deployment and analyzed with PLS-SEM. The findings indicate that both the information and technology quality are related to the marketing agility of the firms. Moreover, the result also shows a positive and significant association between decision-making role and information quality. This research provides an understanding of the impact of the quality of BDMA on marketing agility as it relates to the quality of information and a firm's technology, as well as the positive relationship of the decision-making on the aforementioned relationships.