The impact of user-centric measures on the financial performance in the context of big data marketing analytics (BDMA) applications: the influence of a decision-making role

Purpose This paper aims to examine the interrelationships between user-centric measures and their impact on the firm’s perceived financial performance as the respondents’ decision-making role changes. Design/methodology/approach The data was collected jointly with SurveyMonkey, a marketing research company, from marketing professionals working in companies with at least limited experience deploying big data marketing analytics (BDMA) applications. The respondents originated from Canada and the USA, and out of 970 responses in the initial sample, 236 were working in companies with at least limited experience in BDMA deployment. The data analysis used partial least squares structural equation modeling and necessary condition analysis. Findings All hypotheses except one were accepted. Perceived value for money positively and significantly impacted user satisfaction, positively and significantly impacted perceived financial performance. Also, the decision-making role positively and significantly impacted the perceived value for money and user satisfaction but not the perceived financial performance. Originality/value The research contributes to understanding how the decision-maker’s role impacts the perceived user-related performance measures in the BDMA context.