Authors : Dr. R. Raghuveer; Dr. V. Lakshmi

Volume/Issue : Volume 11 - 2026, Issue 3 - March

Google Scholar : https://tinyurl.com/yy7hf293

Scribd : https://tinyurl.com/42h9tkcn

DOI : https://doi.org/10.38124/ijisrt/26mar475

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : The rapid expansion of digital technologies has significantly transformed marketing practices, shifting traditional approaches toward data-driven and customer-centric strategies. Despite the growing adoption of digital marketing tools, there remains limited clarity on how organizations effectively convert digital data into actionable strategic decisions. This study aims to examine how digital marketing analytics and technological capabilities contribute to improved strategic decision-making and organizational performance. The primary objective of the study is to analyze the relationship between digital marketing practices, data-driven decision-making, and business performance outcomes. The research adopts a conceptual and analytical approach, synthesizing existing literature on digital transformation, marketing analytics, and strategic management. The study identifies key independent variables such as digital analytics capability, technology adoption, customer engagement metrics, and data integration systems, while organizational performance and strategic effectiveness are treated as dependent variables. The findings suggest that organizations that effectively integrate digital tools with strategic planning processes demonstrate improved responsiveness, enhanced customer insights, and better competitive positioning. The study highlights the importance of aligning digital marketing initiatives with broader organizational objectives to achieve sustainable performance advantages. This paper contributes to the existing body of knowledge by proposing a structured conceptual framework that links digital marketing capabilities with strategic outcomes. The study offers practical implications for managers seeking to leverage digital technologies for enhanced decision-making and long-term competitiveness in an increasingly data-driven business environment.

Keywords : Digital Marketing, Artificial Intelligence (AI), Marketing Analytics, Big Data, Personalization, Omnichannel Strategy, Marketing Automation, Customer Engagement, Organizational Performance, Competitive Advantage, Data-Driven Decision-Making.

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