The Impact of Business Intelligence on the Application of Digital Marketing Tools: A Field Study of Employees in Jordanian Commercial Banks
Keywords:
ذكاء الأعمال، أدوات التسويق الرقمي، البنوك التجارية، الأردنAbstract
This study aimed to analyze the impact of business intelligence with its components (competitive intelligence, data collection and analysis, strategic technology adequacy, and business performance management) on the implementation of digital marketing tools with their dimensions (website marketing, email marketing, social media platforms marketing, and digital advertising) in Jordanian commercial banks. The study adopted the analytical descriptive approach. The study population included all employees and administrators in Jordanian commercial banks listed on the Amman Stock Exchange, totaling (18,953) individuals. A sample of (375) individuals was selected using Richard's statistical formula. Data was collected through (350) valid questionnaires for analysis after excluding (25) incomplete ones, reflecting a response rate of (93.3%). The researchers used the (SmartPLS 4) program for data analysis through statistical methods that included percentages, frequencies, arithmetic means, standard deviations, factor loadings, and impact analysis. The results revealed a high overall level of importance for both business intelligence and digital marketing tools. They also confirmed a statistically significant effect of business intelligence components on enhancing the application of digital marketing tools in the Jordanian banking sector. In light of these findings, the study recommended that banks should invest in business intelligence tools, such as customer evaluation surveys and analytical reports, to measure customer satisfaction with digital marketing services. This contributes to identifying strengths and weaknesses in current marketing strategies and facilitates the development of the customer experience by improving digital channels.
Keywords: Business intelligence, Digital marketing tools, Employees on commercial banks, Jordan.
References
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