Reinvesting Decisions on Marketing Activities: Leveraging Marketing Data Analytics for Sustainable Business Practices

Abstract

This research explores the pragmatic domain of marketing management. As it explores the antecedents of reinvestment decisions in marketing activities, the importance of data usage satisfaction and marketing data analytics was also felt. To explore marketing data analytics, this research investigated its constituents, such as information quality and technology quality. A sample of 184 marketing managers was utilized, and the data was processed using SPSS 20.0 and Lisrel 10.0. Findings reveal that technology quality had a favorable influence on data usage satisfaction and, finally, on reinvesting decisions among marketing professionals. Moreover, a substantial and positive relationship exists between the quality of information and the level of satisfaction among marketing professionals, which was also observed. There is a favourable association between Data usage satisfaction with reinvesting plans. The findings have very serious and practical implications for the usage of marketing data analytics and decisions to reinvest in certain marketing practices of Big business corporations. The study acts as a cornerstone in this domain. 

Keywords: Quality of Information, Quality of Technology, Marketing managers reinvest decisions, Data usage satisfaction