Purpose

Big data marketing analytics (BDMA) has been discovered to be a key contributing factor to developing necessary marketing capabilities. This research aims to investigate the impact of the technology and information quality of BDMA on the critical marketing capabilities by differentiating between firms with low and high perceived market performance.

Design/methodology/approach

The responses were collected from marketing professionals familiar with BDMA in North America (N = 236). The analysis was done with partial least squares-structural equation modelling (PLS-SEM).

Findings

The results indicated positive and significant relationships between the information and technology quality as exogenous constructs and the endogenous constructs of the marketing capabilities of marketing planning, implementation and customer relationship management (CRM) with mainly moderate effect sizes. Differences in the path coefficients in the structural model were detected between firms with low and high perceived market performance.

Originality/value

This research indicates the critical role of technology and information quality in developing marketing capabilities. The study discovered heterogeneity in the sample population when using the low and high perceived market performance as the source of potential heterogeneity, the presence of which would likely cause a threat to the validity of the results in case heterogeneity is not considered. Thus, this research builds on previous research by considering this issue.

中文翻译：

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大数据营销分析质量对营销能力的影响：感知市场表现的影响！

目的

人们发现大数据营销分析 (BDMA) 是开发必要营销能力的关键因素。本研究旨在通过区分感知市场绩效低和高的公司来调查 BDMA 的技术和信息质量对关键营销能力的影响。

设计/方法论/途径

这些回复是从北美熟悉 BDMA 的营销专业人士那里收集的（N  = 236）。通过偏最小二乘结构方程模型 (PLS-SEM) 进行分析。

发现

结果表明，作为外生结构的信息和技术质量与营销规划、实施和客户关系管理（CRM）的营销能力的内生结构之间存在积极且显着的关系，且效应大小主要为中等。在具有低和高感知市场表现的公司之间发现了结构模型中路径系数的差异。

原创性/价值

这项研究表明技术和信息质量在发展营销能力方面的关键作用。当使用低和高感知市场表现作为潜在异质性来源时，该研究发现了样本群体中的异质性，如果不考虑异质性，这种异质性的存在可能会对结果的有效性造成威胁。因此，本研究建立在先前研究的基础上，考虑了这个问题。