A Review of the Role of Marketing Agility and Data-Driven Culture in the Effectiveness of Big Data Analytics in Retail

In the era of digital transformation, the retail industry is confronted with a massive volume of behavioral, transactional, and omnichannel data, the effective analysis of which can create a sustainable competitive advantage. However, the value of big data analytics is not limited to the availability of technology; it depends on organizational and behavioral factors such as marketing agility and data-driven culture. This review article aims to elucidate the role of these two constructs in enhancing the effectiveness of big data analytics and improving retail performance. Theoretical findings indicate that marketing agility, by accelerating the "analysis–decision–action" cycle and increasing the organization’s capacity to respond to market changes, facilitates the practical exploitation of data-driven insights. Conversely, a data-driven culture, by institutionalizing evidence-based decision-making, increasing trust in data, and strengthening information sharing, creates the foundation for the effective use of advanced analytics within the organization. The synergy of these two factors reduces the gap between the production of analytical knowledge and the execution of marketing strategies, significantly increasing the effectiveness of big data analytics. Finally, the article concludes that the success of retailers in leveraging big data requires the simultaneous integration of technological infrastructure, marketing agility, and a data-driven culture—a combination that leads to improved customer experience, increased profitability, and enhanced sustainable competitive advantage.

کلیدواژه ها:

Big Data Analytics ، Marketing Agility ، Data-Driven Culture ، Retail Performance