ORGANISATIONS’ READINESS AND ADOPTION OF BIG DATA ANALYTICS BY BRAND COMMUNICATION CAMPAIGN MANAGERS IN NIGERIA

Big Data Analytics (BDA) is a strategic tool for enhancing business performance and decision-making. With the increasing importance of data-driven strategies in gaining a competitive edge, understanding the readiness of organisations to leverage Business Data Analytics (BDA) is critical for its adoption by brand communication campaign managers. This is because, despite BDA benefits, its adoption by brand communication campaign managers in Nigeria remains a significant challenge. Hence, the study examines organisations’ readiness and adoption of BDA by brand communication campaign managers in Nigeria. The study adopted an explanatory sequential research design, incorporating both survey and interviews. The population is 8136 brand communication managers in Nigeria. The sample size is 381, and eight (8) interviewees. A validated, structured questionnaire and interview guide were the instruments of data collection. Findings revealed that there was partial adoption of BDA (x̅ = 2.78) due to the basic use of BDA tools. Organisational factors (Technology Infrastructure, data security, management support, staff skillset, and organisational culture) significantly influenced (R2 = 0.23, Adj.R2 = 0.23, F(1,369) = 110.8, p < 0.05) organisations’ readiness to adopt BDA. The qualitative result provided that funds, a profit-first mindset, and IT infrastructure are challenges experienced in adopting BDA in Nigeria. The study concluded that organisations’ readiness to adopt BDA is low. Although a few organisations are utilising BDA, the majority remain in the low readiness categories. It is recommended that organisations should address these challenges by leveraging leadership advocacy to drive analytics adoption and champion a strategic vision, as well as allocating resources to address other areas of weakness to ensure the adoption of BDA.