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- Sri Prilmayanti Awaluddin, -
Institut Teknologi Dan Bisnis Nobel Indonesia
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Journal : Journal of Embedded Systems, Security and Intelligent Systems

 1 
Digital Marketing Analytics: Enhancing Marketing Management through IT Nurani; Abd. Rajab; Muhammad Ikbal; Sri Prilmayanti Awaluddin
Journal of Embedded Systems, Security and Intelligent Systems Vol 6, No 1 (2025): March 2025
Publisher : Program Studi Teknik Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59562/jessi.v6i1.7687

Abstract

This study aims to analyze the impact of Digital Marketing Analytics (DMA) and information technology (IT) capability on marketing management effectiveness. A mixed methods approach with a Sequential Explanatory design was employed, beginning with a quantitative survey of 100 digital marketing practitioners across various industries in Indonesia, followed by in-depth interviews with seven key informants. Linear regression analysis revealed that DMA (β = 0.462, p < 0.001) and IT capability (β = 0.387, p < 0.001) jointly contribute significantly (R² = 0.581) to marketing effectiveness. Qualitative findings support that companies integrating analytics into their marketing processes tend to be more responsive, efficient, and adaptive to market dynamics. Successful DMA implementation is influenced by human resource readiness, leadership that promotes a data-driven culture, and adequate IT infrastructure. On the other hand, MSMEs face challenges related to digital literacy and limited access to affordable analytics systems. The study underscores the importance of investing in information systems, employee training, and cross-functional integration to drive meaningful digital transformation in marketing strategy.
Co-Authors - Indrawan Azis, - Abd. Rahman Abd. Rajab Abdullah Abdullah Abhul Azwad, Nugraha Adetya, Resty Adijah S, Andi Adijah S Agustina Akbar Awaluddin Al Kausar Andi Ummul Khair Anugrah Putri, Fara Reza Asriani Azis, Siti Yuki Oktafitriah Ciptoadi, Agus Dahono Deni Anggreani Sutomo Dhita Pratiwi Dirmansyah Darwin Djafar, Laode Muhammad Said Lutsfi Konstinia Edon, Caro David Hadel Elis Elis Elis, Elis Emily Nur Saidy Faisal Rizal Zainal Fhahri Mubarak Fitriany Fitriany, Fitriany Giati Rahayu Haeranah Haijal, Ahmad Hari Rarindo Hasbiah Horas, Erwin Ilham Gani Imran, Un Dini Kamaluddin, La Ode Amijaya Khairuddin - Kurnia Mauliani Ilahi Laode Muhammad Said Lutsfi Konstinia Djafar Lewi Jutomo Lilik Handayani Madrianah Malle, Syarif Syharir Maulidah, Fitria Mayners, Marline Mufti Heriyanti Munawar Muhammad Assaibin Muhammad Gazali Suyuti Muhammad Ikbal Muhammad Zul Fahmi Muntasir, Muntasir Murtiadi Awaluddin Mustakin Sahdan Mustamin Nadra Aga Iryani Nadra Aga Iryani Nadra Aga Iryani Ningsih, Puspa Norhaedah Nurani Nurani Nurani Nurani Nurani Nurani Nurani Nurhikma Awaluddin Nurlaela Padang, Dirgaraya Kala’ Paula Eka Wijaya Pratiwi, Cinda Purnawan, Sigit Putri Inggrid Maria Risamasu Putri, Hera Nur Rahman, Abd. Rahmatia Rahmatia Rasdi , Rasdi Reski , Reski Rosnani Said Rulyanti Susi Wardhani Rustam Rustam Rustan DM Rustan, Rustan Sahdan, Mustakim Saidy, Emily Nur Saifuloh, Nur Imam Salim Sultan Sitti Hartini Rachman Syarif Syharir Malle Tadeus Andreas Lada Regaletha Tamriesfatno, Sigrid Thalib, M Kurniawan Weraman, Pius Yoseph Kenjam Yuli Rahmini Suci Yuniza, Tri Fira