Improving Marketing Performance: How Business Analytics contribute to Digital Marketing

This research is aimed to assess the business analytics impact on marketing performance with mediating role of digital marketing. In order evaluate variables, data was empirically collected from e-commerce industry UAE. 116 responses were included for statistical analysis. The quantitative nature enabled measure using SmartPLS 4.0. PLS- SEM applied model and validity proposed model. findings revealed a significant association between whereas, indirect link has relevance (mobile Marketing, Social Media Marketing). As result, become an essential tool companies improve their performance. By analyzing customer market trends, businesses can gain insights into consumer behavior preferences, allowing them make informed decisions target efforts more effectively. Digital also emerged as key component modern strategies, its ability reach engage customers through various online channels.