Marketing Strategies Using Digital Technologies and Quantitative Analysis

Abstract

This paper explores the role of marketing strategies being enhanced with the help of digital technologies and quantitative analysis to improve the performance of the organization, with special references to the sphere of tourism and to small and medium-sized business working in the emerging economies. The study deals with the issue of lack of empirical integration of the marketing strategy formulation, digital transformation, and data-based decision-making. The study utilized a quantitative research design and survey tools in the form of structured surveys which were conducted to 312 companies that used digitally enabled marketing behaviors. The statistical methods were used, such as the descriptive analysis, multiple regression, and structural equation modeling to evaluate the correlations between digital marketing capabilities, the use of quantitative analytics, and marketing performance outcomes. The results show that the intensity of digital engagement has a positive effect on marketing efficacy ( 0.42, p < 0.01), and the presence of quantitative analytics has a great impact on the accuracy of strategic decisions ( 0.37, p < 0.01). Companies that adopted data-driven marketing methods (based on advanced data-driven methods) saw an average improvement in performance of 18.6 percent over those that embraced low levels of analytical adoption. The research has reached the conclusion that the alignment of digital technologies with quantitative analysis is an effective step to enhance the marketing performance, as well as to contribute to the sustainable competitiveness and improvement of value co-creation. The results have empirical value in advancing the idea of incorporating analytics-based methods into the modern marketing mix development.