About this document
Data-Driven Marketing by ocalgin is a document available to read on EtoBox.
This research investigates the mediating role of IT infrastructure between data-driven digital marketing strategies and organizational marketing performance. Utilizing a quantitative method, the study found that IT infrastructure significantly influences both marketing performance and the effectiveness of data-driven strategies. Recommendations emphasize the importance of clear business goals and metrics before implementing data-driven marketing initiatives.
- Author
- ocalgin
- Language
- EN