Abstract Digital marketing has ceased being a campaign that is performed by intuition but has been transformed into performance optimization that is data-driven. The operations through which analytics adoption can be converted into quantifiable marketing returns are not well-investigated even as AI-based analytics tools are becoming more and more common. The research question in this study is to investigate the role of organizational enablers and barriers on the adoption of digital analytics and the role of the latter to improve outcome of marketing performance. The survey data of 500 Indian-based marketing experts across industries was used to support the employment of the structural equation modelling (SEM) to determine the direct and indirect correlations between constructs. Findings indicate that organizational enablers have a positive impact on analytics adoption (b = 0.458, p < .001), barriers have a negative effect on analytics adoption (b = -0.218, p < .001) and analytics adoption has a positive impact on perceived marketing effectiveness (b = 0.537, p < .001). Bootstrapped mediation substantiates the fact that adoption mediates performance-enablers relationship partially. The variance between the industries was also non-significant. The empirical results shed light on the mechanism by which AI-driven analytics integration may be used to optimize ROI and can be used as a component of the digital marketing performance theory.
Patel et al. (Wed,) studied this question.