This study investigates the role of Big Data analytics in enhancing the effectiveness of digital advertising campaigns within the Moroccan market context. While existing research demonstrates the technical potential of Big Data applications in digital marketing, there remains a significant gap in understanding how Moroccan organizations implement, manage, and derive value from these technologies. This qualitative research aims to explore the managerial decision-making processes, organizational capabilities, and contextual factors that influence Big Data adoption in digital advertising effectiveness. Through semi-structured interviews with marketing professionals and digital advertising managers in Morocco, this study develops a framework for understanding the intersection of technological capability, organizational readiness, and market-specific factors in determining campaign effectiveness. The findings contribute to both theoretical understanding and practical insights for digital marketing practitioners in emerging markets.
Fareh et al. (Thu,) studied this question.