Big Data Analytics Capabilities and Marketing Performance of Deposit Money Banks in Calabar, Nigeria

Abstract

This study examined how big data analytics capabilities influence the marketing performance of deposit money banks in Calabar, Cross River State, Nigeria. It focused on three dimensions of big data analytics capabilities, namely technological capability, managerial capability, and personnel expertise capability, and examined their effects on marketing performance. A cross-sectional survey design was employed, with the accessible population comprising 242 management and functional staff drawn from 20 deposit money banks operating in Calabar. Since the population was relatively small and accessible, a census sampling approach was adopted, and a structured questionnaire was administered to all eligible staff. Data were analysed using descriptive statistics and multiple linear regression through the Statistical Package for the Social Sciences (SPSS). The regression model was statistically significant (F = 253.528, p < .001) and accounted for 76.2% of the variance in marketing performance (R² = .762). The results further showed that technological capability had a positive and significant effect on marketing performance (β = .163, p = .015), while managerial capability (β = .445, p < .001) and personnel expertise capability (β = .342, p < .001) also exerted positive and significant effects. Managerial capability recorded the strongest relative contribution among the three dimensions. The study concludes that the ability of deposit money banks to convert big data into marketing value depends not only on technological resources but also on effective managerial support and personnel expertise. The study recommends that deposit money banks should strengthen technological infrastructure, managerial support, and personnel expertise through appropriate resources, strategic direction, and staff training to improve customer acquisition, retention, responsiveness, and competitive advantage.