The Role of Big Data Analytics in Driving Innovation in Digital Marketing

This paper delineates how telecommunications companies in Jordan can harness the power of big data analytics to enhance their digital marketing strategies. Its role is substantial in promoting creative businesses concerning intelligent technologies, as the telecommunications industry is fundamentally associated with it. The dynamic capability of an organization’s aptitude to build and reconfigure its external and internal competencies to tackle rapid environmental changes is unavoidable. This perspective suggests that digital marketing can promptly adjust its resources and processes to address environmental threats and opportunities. The capability of the dynamic framework is a persuasive instrument in the digital economy for producing, employing, and transforming business models. On the other hand, digital marketing enhances business performance, focusing on customer retention, brand loyalty, and customer satisfaction. Primary data was collected through the questionnaires for Zain Jordan, Umniah, and Orange Jordan, which was analyzed by SPSS to develop regression analysis. The curve analysis shows that the p-value for Zain Jordan and Orange Jordon are 0.576 and 0.339, respectively. Although subscribers showed confidence in Zain Jordon, but they need to minimize the complexity to enhance the performance.