Investigating the Impact of Marketing Analytics on Customer Agility and Financial Performance Considering the Moderating Role of Market Turbulence and Data-Driven Culture in a Detergent Company
Keywords:
Marketing Analytics, Customer Agility, Market Volatility, Data-Driven Culture, Financial PerformanceAbstract
Marketing analytics, as a valuable tool, assists businesses in gaining a deeper and more precise understanding of their customers’ needs, preferences, and expectations in dynamic market conditions. Relying on this deep insight, companies can offer high-quality products and services tailored to customer demands, thereby significantly enhancing the customer experience. The aim of this study is to investigate the impact of marketing analytics on customer agility and financial performance, while considering the moderating roles of market turbulence and a data-driven culture within a detergent company. To this end, the required data were collected through a census method using a questionnaire administered to a statistical population of 140 employees of the detergent company. This study is applied in terms of its objective, and from an operational standpoint and in terms of data collection, it is classified as a descriptive survey. For data analysis and hypothesis testing, the PLS (Partial Least Squares) software was employed. The findings of the study indicate that marketing analytics has a positive and significant impact on customer agility and financial performance in the detergent company. Moreover, companies that utilize marketing analytics more effectively are able to achieve superior performance. However, the moderating variables—namely, a data-driven culture and market turbulence—did not significantly influence the relationship between marketing analytics and customer agility.
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