Volume 14, Issue 54 (Spring 2026)
IUESA 2026, 14(54): 111-125 |
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nazari A, karimi S, Faramarzy Malkhalife S, tiznobeyk M, goodarzi M. Investigating the impact of data-driven marketing strategy on customer performance in the digital environment. IUESA 2026; 14 (54) :111-125
URL: http://iueam.ir/article-1-2258-en.html
URL: http://iueam.ir/article-1-2258-en.html
Amin Nazari 
, Saber Karimi , Sara Faramarzy Malkhalife , Mohammadreza Tiznobeyk , Morteza Goodarzi *1
, Saber Karimi , Sara Faramarzy Malkhalife , Mohammadreza Tiznobeyk , Morteza Goodarzi *1
1- , Mortezagoodarzi2014@gmail.com
Abstract: (4 Views)
Abstract
The aim of the present study is to investigate the effect of data-driven marketing strategy on improving customer performance in the digital environment. This study is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population includes 500 managers, marketing experts, data analysts, and customer relations employees in businesses active in the digital environment, of which 217 people were selected as the sample size using the Krejci and Morgan table. The data collection tool was a researcher-made questionnaire using a five-point Likert scale. Content and construct validity (convergent and divergent validity) were used to measure validity, and Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was performed using SMART PLS3 software and structural equation modeling. The results of the study showed that data collection, data analysis, and pattern recognition have a significant effect on improving customer performance in the digital environment. Among the variables, data analysis had the greatest impact on customer performance, followed by pattern recognition and data collection. Based on these findings, it can be concluded that data-driven marketing strategies play an important role in improving customer experience, engagement, and satisfaction in the digital space and can improve performance and create value for businesses.
The aim of the present study is to investigate the effect of data-driven marketing strategy on improving customer performance in the digital environment. This study is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population includes 500 managers, marketing experts, data analysts, and customer relations employees in businesses active in the digital environment, of which 217 people were selected as the sample size using the Krejci and Morgan table. The data collection tool was a researcher-made questionnaire using a five-point Likert scale. Content and construct validity (convergent and divergent validity) were used to measure validity, and Cronbach's alpha and composite reliability were used to measure reliability. Data analysis was performed using SMART PLS3 software and structural equation modeling. The results of the study showed that data collection, data analysis, and pattern recognition have a significant effect on improving customer performance in the digital environment. Among the variables, data analysis had the greatest impact on customer performance, followed by pattern recognition and data collection. Based on these findings, it can be concluded that data-driven marketing strategies play an important role in improving customer experience, engagement, and satisfaction in the digital space and can improve performance and create value for businesses.
Type of Study: Research |
Subject:
General
Received: 2025/12/30 | Accepted: 2026/03/30 | Published: 2026/03/30 | ePublished: 2026/03/30
Received: 2025/12/30 | Accepted: 2026/03/30 | Published: 2026/03/30 | ePublished: 2026/03/30
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