Impact of Data Analytics on Marketing Decision-Making in Bayelsa State's Tertiary Institutions

Abstract This paper explored the impact of data analytics on marketing decision-making in Business Education within tertiary institutions in Bayelsa State. Data analytics has emerged as a crucial tool for transforming marketing strategies by enabling precise targeting, optimised resource allocation, and evidence-based decision-making. Its growing global importance underscores its relevance to the field of Business Education, where preparing students for the demands of the digital economy is critical. However, in Bayelsa State, the integration of data analytics remains limited, with most institutions focusing on general ICT adoption rather than the specialised application of data-driven tools for marketing decision-making. This research identifies a clear gap in the adoption and application of data analytics in tertiary institutions’ Business Education programmes. Guided by the aim of assessing how data analytics influences marketing decisions in Business Education, this study asks: To what extent is data analytics integrated into marketing education in Bayelsa State tertiary institutions? What challenges hinder its adoption? And how can these challenges be addressed? The paper adopts a qualitative position-paper approach, drawing on existing literature, contextual analysis, and observations within the local academic environment to highlight emerging patterns and implications. Findings reveal that inadequate infrastructure, lack of technical expertise, and limited access to advanced analytics tools constrain effective implementation of data analytics in marketing education. The study further notes the absence of structured curriculum frameworks for teaching practical data-driven marketing approaches. Based on these findings, the paper concludes that integrating data analytics into the Business Education curriculum is vital to equipping students with relevant competencies for the digital economy. It recommends curriculum reforms, hands-on training opportunities, and strengthened partnerships with industry players. Moreover, fostering a sustainable data-driven culture will require collaborative efforts between academia, government, and industry to enhance the relevance and impact of Business Education in Bayelsa State.