Volume VI Special Issue III March 2026

Name of Author : Dr. Ashutosh Vitthal More

Title of the paper : Data Driven Marketing Management and Decision-Making Effectiveness

Abstract: Purpose This study examines how data driven marketing management enhances decision making effectiveness in contemporary business environments. It aims to synthesize recent academic evidence on the role of analytics, big data, and artificial intelligence in improving marketing decisions. Methodology The study adopts a systematic literature review approach, analysing peer reviewed journal articles published. Relevant studies were identified through major academic databases and evaluated to identify dominant themes, methodologies, and research trends. Findings The review reveals that data driven marketing significantly improves decision accuracy, customer segmentation, personalization, and marketing performance. Advanced analytics and predictive models enable firms to allocate resources efficiently and respond proactively to market dynamics. Implications The findings provide strategic insights for managers seeking to integrate analytics into marketing decision processes and highlight the importance of data governance and analytical capabilities. Originality This study offers an integrated and updated synthesis of data driven marketing literature, emphasizing decision making effectiveness and emerging analytical approaches.

Keywords : Data driven Marketing; Marketing Analytics; Decision making Effectiveness; Big Data Analytics; Artificial Intelligence in Marketing

DOI :

Page Number : 62-70