This paper explores the effects of using marketing analytics systems on organizational and financial performance of various industries. This was done using a structured questionnaire that contained validated constructs and the sample comprised 236 respondents representing the fields of finance, education, manufacturing, and other fields. Measurement model was evaluated in the criteria of reliability, convergent and discriminant validity and then structural model evaluation was done using PLS-SEM. Findings indicate that the quality of technology, quality of information and the level of deployment has a great influence on market and financial performance of an organization which underscores the significance of proper, timely, and integrated analytics systems. Results can be used by practitioners who are interested in improving the data-driven decision making.
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CRediT Author Statement
The authors confirm contribution to the paper as follows:
Conceptualization: Jefri Tamba and Minu Balakrishnan;
Methodology: Minu Balakrishnan;
Software: Minu Balakrishnan;
Data Curation: Jefri Tamba;
Writing- Original Draft Preparation: Jefri Tamba;
Visualization: Minu Balakrishnan;
Investigation: Jefri Tamba;
Supervision: Minu Balakrishnan;
Validation: Jefri Tamba and Minu Balakrishnan;
Writing- Reviewing and Editing: Jefri Tamba and Minu Balakrishnan. All authors reviewed the results and approved the final version of the manuscript.
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Minu Balakrishnan
Department of Information Technology, Sri Eshwar College of Engineering, Coimbatore, India.
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Cite this article
Jefri Tamba and Minu Balakrishnan, “Big Data Informed Marketing Analytics and Organizational Performance – A Technology and Information Quality Perspective”, Journal of Enterprise and Business Intelligence, vol.6, no.2, pp. 082-092, April 2026. doi: 10.53759/5181/JEBI202606009.
