The impact of big data analytics on marketing performance, and the role of dynamic capabilities

  1. Rafael Fernández Álava de la Vega
Supervised by:
  1. Susana Fernández Lores Director
  2. Diana Gavilán Bouzas Director

Defence university: Universidad Complutense de Madrid

Year of defence: 2022

  1. María Avello Iturriagagoitia Chair
  2. Gema Martínez Navarro Secretary
  3. Raquel Redondo Palomo Committee member
  4. Raquel Ayestarán Crespo Committee member
  5. Anett Erdmann Committee member

Type: Thesis


In rapidly changing markets, at the heart of competitive dynamics is the ability of firms, either established or emerging, to see opportunities that others do not yet see (Baden-Fuller & Teece,2020). In opportunities not yet seen by others, data is often the big player, and the ability to analyze it and draw valid conclusions can create a competitive advantage. As consumers have become a data factory, big data has demonstrated its potential to transform the art of management, alter and refine the decision-making process, increase the visibility of business operations and improve performance measurement mechanisms (Wamba et al., 2015; Erevelles et al., 2015). Having access to all this data has created substantial opportunities for marketing organizations to take a more analytical view in developing many new optimizations. Data that were once considered anomalous or outliers are now being heavily considered to extract patterns and new information, which has increased the size of the analyzed series (Fan et al., 2015). And this dimension is advancing rapidly. The marketing function and technology developers are coming up with new and versatile solutions for strategic change and the successful design and launch of new products...