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This research is aimed to assess the business analytics impact on marketing performance with mediating role of digital marketing. In order to evaluate the variables, the data was empirically collected from e-commerce industry UAE. 116 responses were included for statistical analysis. The quantitative nature of research enabled to measure the data using SmartPLS 4.0. PLS- SEM applied to assess the research model and validity of the proposed model. The findings revealed a significant association between business analytics and marketing performance whereas, the indirect link between business analytics has significant relevance using digital marketing (mobile Marketing, Social Media Marketing). As a result, business analytics has become an essential tool for companies to improve their marketing performance. By analyzing customer data and market trends, businesses can gain insights into consumer behavior and preferences, allowing them to make informed decisions and target their marketing efforts more effectively. Digital marketing has also emerged as a key component of modern marketing strategies, with its ability to reach and engage with customers through various online channels. |
