This study focuses on the concept of digital marketing through the concept of data driven decision making in the context of the Pakistani context. The research facilitates the appreciation of the cause and effect of the variable. It employs a quantitative research approach, using survey data of marketing professionals in e-commerce, retail, and service sectors that are evaluated using various statistical tests and used to approximate the correlations between the adoption of advanced analytics and its decision quality and marketing outcomes. Results indicate that advanced analytics can enhance the accuracy of the decision-making, the personalization of campaigns, and the Return on Investment (ROI) of marketing activities at a significant level, which emphasizes the transformative nature of this tool in digital marketing. The research paper concludes that the incorporation of advanced analytics into digital strategies is not just one of the tools of operations but a strategic necessity of companies that aim to remain competitive in the digital economy in the long term.
Uzma Naef (Wed,) studied this question.