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The quality of big data marketing analytics (BDMA), user satisfaction, value for money and reinvestment intentions of marketing professionals

Matti Haverila (Department of Marketing, Thompson Rivers University, Kamloops, Canada)
Eric Li (Faculty of Management, The University of British Columbia Okanagan, Kelowna, Canada)
Jenny Carita Twyford (Department of Business and Management, The University of Manchester, Manchester, UK)
Caitlin McLaughlin (Department of Marketing, St. Francis Xavier University, Antigonish, Canada)

Journal of Systems and Information Technology

ISSN: 1328-7265

Article publication date: 28 February 2023

Issue publication date: 29 March 2023

399

Abstract

Purpose

The purpose of this paper is to examine how the quality of big data marketing analytics (BDMA) impact the satisfaction, perceived value for money and intentions to reinvest as perceived by marketing managers, i.e. the users of BD.

Design/methodology/approach

Survey data was collected with the help of a marketing research company – mainly among Canadian and US marketing professionals with experience in BDMA deployment (N = 236). The structural model was analyzed with partial least squares structural equation modeling.

Findings

Findings indicate that the quality of technology has a significant and positive impact on perceived value for money but not on the satisfaction levels of those who use the data (marketing professionals). Furthermore, information quality is significantly and positively related to satisfaction for marketing professionals – but not the perceived value for money. Both perceived value for money and satisfaction are positively linked to intentions to reinvest in big data.

Originality/value

This paper examined separately the significance of the technology and information quality of BDMA in assessing its importance on user satisfaction and perceived value for money and, ultimately, on intentions to reinvest among marketing managers. It is noteworthy that the users of the BD (marketing managers) appear to be much more critical of BD than the data generators (BD analysts).

Keywords

Citation

Haverila, M., Li, E., Twyford, J.C. and McLaughlin, C. (2023), "The quality of big data marketing analytics (BDMA), user satisfaction, value for money and reinvestment intentions of marketing professionals", Journal of Systems and Information Technology, Vol. 25 No. 1, pp. 30-52. https://doi.org/10.1108/JSIT-10-2022-0249

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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