Data-Driven Marketing Management Competencies: Strategies for Performance Optimization in the Big Data Era

Safitri Nurhidayati; Tamam Rosid; Rahmawati

doi:10.56741/jnest.v5i02.1467

Data-Driven Marketing Management Competencies: Strategies for Performance Optimization in the Big Data Era

Authors

Safitri Nurhidayati Universitas Muhammadiyah Berau https://orcid.org/0009-0004-2058-3503
Tamam Rosid Universitas Muhammadiyah Berau https://orcid.org/0000-0001-9175-5422
Rahmawati Universitas Mulawarman

DOI:

https://doi.org/10.56741/jnest.v5i02.1467

Keywords:

Big Data, Data Analytics, Digital Transformation, Marketing Competencies, Performance Optimization

Abstract

The proliferation of big data technology has fundamentally changed the paradigm of marketing management, requiring a new competency framework for optimal performance outcomes. Despite extensive technological advances, significant gaps remain in understanding how data analytic competencies translate into measurable improvements in marketing performance. This study investigates the relationship between data-analytic-based marketing management competencies and performance optimization strategies in contemporary business environments, with particular emphasis on identifying critical competency dimensions and their impact on organizational marketing effectiveness. A mixed-methods approach was used, combining quantitative analysis of 847 marketing professionals from 156 Indonesian companies with qualitative interviews of senior marketing executives. Data collection employed validated instruments measuring analytic competencies, technology adoption, and performance metrics in Q2–Q4 2024. Findings revealed four critical competency dimensions: technical analytic proficiency (β=0.43, p<0.001), strategic data interpretation (β=0.38, p<0.001), cross-functional collaboration (β=0.32, p<0.01), and ethical data governance (β=0.28, p<0.01). Organizations with high analytic competency scores reported 34% higher marketing ROI and 28% greater efficiency in customer acquisition compared to low-competency counterparts. Data analytic competencies significantly influence marketing performance outcomes, with technical proficiency and strategic interpretation serving as primary drivers. This study provides empirical evidence supporting the adoption of competency-based frameworks in marketing management practice.

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Author Biographies

Safitri Nurhidayati, Universitas Muhammadiyah Berau

is a lecturer at Universitas Muhammadiyah Berau. Her research interests include economics, sales, and business. Her academic contributions are widely accessible through Google Scholar and ResearchGate, and she remains actively involved in developing conceptual and technological innovations that bridge knowledge representation with intelligent systems. (email: safitri.n091183@gmail.com).

Tamam Rosid, Universitas Muhammadiyah Berau

is a lecturer in the Department of Development Economics, Faculty of Economics and Business, Universitas Muhammadiyah Berau, East Kalimantan, Indonesia. His research focuses on development economics, regional economic policy, sustainable tourism, community empowerment, and environmental sustainability. His recent publications examine mangrove ecotourism, local wisdom-based economic development, ecological carrying capacity, and the role of monetary policy in promoting sustainable regional development and green economic transformation. (email: tamamrosid77@gmail.com).

Rahmawati, Universitas Mulawarman

is a Professor at the Faculty of Economics and Business, Universitas Mulawarman, Indonesia. Her academic expertise encompasses marketing, digital marketing, entrepreneurship, tourism, and sustainable regional development, particularly in relation to Indonesia’s new capital city (IKN). She actively conducts research and community engagement on digital business transformation, financial literacy, branding innovation, and tourism marketing, with numerous publications addressing contemporary economic and marketing challenges. (email: Rahmawati@feb.unmul.ac.id).

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