Migration Letters

Volume: 20, No: S8(2023), pp. 521-533

ISSN: 1741-8984 (Print) ISSN: 1741-8992 (Online)
www.migrationletters.com

Analyzing the Impact of Artificial Intelligence in Big Data-Driven

Marketing Tool Efficiency
Mohammad Khalaf Daoud1, Maha Alkhaffaf2, Marzouq Al-Qeed3, Jassim Ahmad Al-
Gasawneh4

Abstract
The rapid integration of Artificial Intelligence (AI) and Big Data into digital marketing
strategies has transformed the landscape of marketing tools and their efficiency. This
research, based on a sample of 300 respondents, employs Partial Least Squares (PLS)
analysis to examine the impact of AI and Big Data integration on digital marketing tool
efficiency. The findings reveal substantial relationships between AI integration, Big Data
utilization, and tool efficiency. The study affirms a positive correlation between AI
integration and marketing tool efficiency, indicating that increased AI integration leads to
more efficient marketing tools. Similarly, a strong positive association is observed
between the volume of Big Data utilization and marketing tool efficiency. Furthermore,
the interaction between AI integration and Big Data utilization emerges as a critical
moderator, significantly amplifying the impact of these technologies on tool efficiency.
These results underscore the potential of AI and Big Data integration in enhancing the
effectiveness of digital marketing tools. Organizations are encouraged to strategically
incorporate AI and Big Data technologies to improve marketing tool efficiency, driving
better customer insights and business performance. This research contributes to a deeper
understanding of the dynamic interplay between AI, Big Data, and digital marketing,
paving the way for more data-driven and efficient marketing strategies.

Keywords: Artificial Intelligence, Big Data, Marketing Tool.

1. INTRODUCTION
The widespread adoption of Big Data and Artificial Intelligence (BD&AI) has ushered in
revolutionary opportunities that are now considered indispensable for achieving
competitive growth. As an increasing number of companies rapidly embrace BD&AI
technologies at an exponential rate, the demand for BD&AI professionals is soaring
(Johnson et al., 2021). The data market extends far beyond the Big Data & Analytics
(BDA) market, encompassing not only the value generated by dedicated data players
advancing BDA technologies but also the value derived from data-related research,
enterprises, information, and IT services (Sundu et al., 2022). AI has evolved into a
strategic marketing approach, driven by real-time, data-driven decision-making.
However, the integration of AI marketing into overarching strategic marketing campaigns
must be approached with caution, given that it is still in its early stages of adoption.

1
Marketing Department, Faculty of Business, Applied Science Private University, Amman 11937, Jordan,
[email protected]
2
Management Information System Department, Faculty of Business, Applied Science Private University, Amman 11937,
Jordan, [email protected]
3
College of Communication and Media, Al Ain University, Al Ain 112612, UAE, [email protected]
4
Department of Marketing, Faculty of Business, Applied Science Private University, Amman 11937, Jordan,
[email protected]
 Mohammad Khalaf Daoud et al. 522

Nevertheless, artificial intelligence marketing offers a pragmatic and all-encompassing

approach to leverage the potential of data-driven marketing strategies, ultimately leading
to optimal success for companies. In practice, strategic thinking often centers around the
traditional 4Ps and 5Cs but tends to neglect the digital dimension for execution.
Marketing teams are increasingly embracing intelligent solutions to cultivate captivating
customer experiences. These effective AI-powered solutions provide marketers with
robust platforms to efficiently manage vast amounts of collected data. Furthermore, these
technologies enhance marketers' understanding of their target audiences, fostering
meaningful interactions between companies and diverse customer segments.
Consequently, the principles of AI marketing prioritize not only return on investment but
also sustainable growth and development. AI plays a pivotal role in facilitating
connections between marketers and prospective customers. Moreover, AI marketing
serves as a bridge between customer data and actionable next steps. Notably, conducting
in-depth audience analysis can significantly impact marketing efforts, involving the
evaluation of customer profiles to tailor messages effectively, reducing human
intervention while maximizing efficiency (Gabelaia, 2022). Contemporary marketing,
aligned with the present era, relies on the vast reservoir of customer data encompassing
factors like age, education level, gender, interests, income, lifestyle, and comprehensive
consumer behavior. This data constitutes a revolutionary resource for digital marketers,
yet its value is fully harnessed through meticulous organization and the application of
artificial intelligence tools, enhancing the efficiency of marketing strategies
(Alhawamdeh et al., 2023).

2. RESEARCH PROBLEM
As highlighted by Anshari et al. (2019), the process of translating this data into practical
knowledge for executing tailored actions in online marketing presents a genuine
challenge. Furthermore, managing data in online marketing becomes notably arduous due
to the escalating volume and diversity of accessible data. The scarcity of relevant skills
compounds the growing challenges in data management. Antonopoulou et al. (2022) also
emphasized that the extensive volume and diversity of available information create
substantial opportunities concerning customer relationships and knowledge for
enterprises capable of identifying the appropriate metrics for comprehending consumer
behavior and evaluating the performance of marketing endeavors. The use of channel-
specific metrics for individual marketing channels quickly becomes limiting since it fails
to consider the overall effectiveness of marketing actions throughout the entire customer
journey. For example, metrics such as click-through rates for screen-based
communication or conversion rates for commercial websites are specific to channels and
do not provide a holistic view of marketing performance within the broader customer
journey. The implementation of AI in data collection enhances transparency for both
competitors and customers. Consequently, the management of privacy concerns becomes
a more focal point for marketers. When AI is employed for market analysis, it transforms
theory-based marketing research into data-driven approaches, prompting discussions on
whether marketing research should adopt data-centric or theory-centric approaches.
Moreover, when AI is applied to comprehend customers' emotions, it may give the
impression that AI can genuinely grasp human emotions, despite the absence of genuinely
emotional machines. These issues give rise to numerous potential research areas for the
future. In theory, we can conclude that there exists a disparity between the vast amounts
of data collected about customers and the market and the effective management of this
data using marketing tools. This gap aligns with the findings mentioned by Huang and
Rust., (2021). The utilization of AI for data collection increases transparency for both
competitors and customers, emphasizing the growing importance of privacy governance
for marketers. When AI is employed for market analysis, it shifts marketing research from
a theory-driven approach to a data-driven one, prompting a debate regarding the choice

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between data-driven and theory-driven methodologies in marketing research.

Furthermore, the use of AI for customer understanding can create the impression that AI
possesses the capability to genuinely comprehend emotions, even though we have yet to
develop truly emotionally intelligent machines. These emerging concerns give rise to
numerous potential areas for future research.

3. PREVIOUS LITERATURE
3.1 Big Data
According to Fan & Bifet, (2013). Organizations today amass vast quantities of data,
preserving it in the expectation of its future utility. This presents the formidable task of
effectively handling these data volumes and deriving pertinent insights to inform
decision-making.
The concept of Big Data is now globally pervasive and universally embraced, signifying
the forefront of information management. However, this widespread adoption is not
without its share of debates and discussions. As noted by Moro et al. (2016),
contemporary origins of substantial data volumes encompass social media, mobile apps,
websites, and more. Research has demonstrated their substantial influence on consumer
choices, directly influencing brand development. Given the significance and intricacy of
this data, it serves as a pivotal source for making marketing decisions. Ibrahim et al.
(2023). It is essential for managers to emphasize the provision of relevant training to their
workforce for harnessing the potential of big data analytics to bolster both routine and
strategic operations. Through such training, employees positioned at the forefront will
acquire the skills to employ big data analytics effectively, enabling them to decipher the
genuine requirements of consumers and deliver environmentally friendly and sustainable
products or services. By equipping their employees with proficiency in big data analytics,
organizations can unlock the value inherent in data analytics, ultimately affording them a
competitive edge. According to Lies, (2019). Some experts posit that the availability of
robust data analysis technology has made it possible to simplify marketing decisions. In
practice, the distribution and accessibility of smart data are likely critical aspects
contributing to the success of marketing intelligence applications. This dynamic is both
rooted in and leads to a corporate culture that prioritizes the adoption of these
technological innovations. However, the effective dissemination of intelligence must be
well-structured. Managing communication between marketing data managers and those
individuals who can and should use the data – such as teams involved in sales,
distribution, or procurement – represents just one potential avenue for achieving success.
Marketing science has a rich history of embracing fresh challenges, novel methodologies,
and emerging fields. Daoud et al. (2023). The present state of the discipline is the product
of the collaborative work of researchers who, spanning nearly five decades, have
amalgamated solutions from various fields to offer fresh perspectives on marketing
issues. Frequently, the crucible of marketing science has reciprocated by providing other
disciplines with improved and more resilient models and methodologies. The COVID-19
pandemic has exerted a profound impact on consumer behavior, leading to a notable shift
away from physical in-store shopping and a surge in the demand for online shopping. For
restaurant enterprises, the absence of innovation and the inability to leverage technology
could potentially push them towards a bankruptcy crisis. The incorporation of big data
can play a pivotal role in enabling companies to promptly comprehend consumer
preferences, enhance the customer experience, and expedite the transformation of
enterprise logistics and smart manufacturing processes. As a result, businesses must
expedite their adoption of technology and prioritize user-friendly, human-oriented big
data applications.
 Mohammad Khalaf Daoud et al. 524

3.2 Marketing Tool

According to Chauhan et al. (2015), the internet has spurred the emergence of new
strategies and business management paradigms, fundamentally transforming the
marketing landscape. In this evolving context, digital marketing has redefined both the
traditional marketing mix and the established integrated marketing communication
model. In a related vein, as noted by Peter & Dalla (2021), in the digital arena, the most
relevant marketing approach is search engine marketing (SEM), found to be highly
pertinent in 57.5% of Swiss organizations. Email marketing and social media marketing
closely follow suit, each regarded as highly relevant in 50% of organizations. An
intriguing distinction emerges between Small and Medium-sized Enterprises (SME) and
Large Enterprises (LE), primarily concerning display advertising. A mere 17.7% of SMEs
utilize this form of marketing communication, while LEs actively engage in it at a rate of
43.9%. This contrast likely stems from the resource-intensive nature of display
advertising, often requiring the involvement of graphic designers and, in many cases,
advertising agencies. In contrast, SEM, particularly search engine advertising (SEA), can
be managed by SMEs themselves or through agencies with manageable effort. However,
it appears that SMEs have yet to fully grasp the advantages of content marketing, as only
40.2% of SMEs find it relevant compared to 61.2% of LEs. Content marketing,
particularly when combined with social media marketing (which is relatively high among
SMEs at 47.6%), could potentially enhance the success rate of this particularly engaging
digital marketing approach.
In the contemporary setting, as emphasized by Rosokhata et al. (2020), the utilization of
digital marketing tools holds paramount significance for domestic manufacturers. These
tools enable them to efficiently showcase their products globally at a relatively low cost.
This approach empowers them to influence their target audience, establish and fortify
their corporate image, and enhance the perception of their products. It's noteworthy that
the perpetual evolution of digital marketing tools, along with ongoing scholarly debates
regarding the systematic arrangement and classification of elements within the digital
environment, necessitates further investigation. Furthermore, as highlighted by Ravi &
Rajasekaran (2023), a wide array of digital marketing technologies and instruments can
be leveraged to enhance conventional marketing strategies. This becomes especially
pertinent in an era where "digitalization" is rapidly becoming ubiquitous. Digital
marketing tools serve as highly effective means for engaging with customers and
capturing their attention, further underlining their relevance in contemporary marketing
endeavors.
3.3 Artificial Intelligence The objective of study Hassan, (2021), is to examine the
relationship between Artificial Intelligence (AI) and the digital marketing business and to
pinpoint the key applications of AI within the realm of digital marketing. This
investigation centers on the intersections of marketing and AI, particularly within systems
designed to facilitate activities such as market forecasting, process automation, and
decision-making. Additionally, it seeks to enhance the efficiency of tasks typically
undertaken by humans. The underpinning science of these systems can be elucidated
through the utilization of neural networks and expert systems. These computer programs
process input data and deliver valuable outputs that prove beneficial for marketers. as
highlighted by Mogaji et al. (2020), Artificial intelligence (AI) is swiftly revolutionizing
digital marketing strategies. While existing research extensively explores AI applications
that typically offer advantages to businesses and consumers, there is limited scholarly
attention dedicated to AI implementations that compound challenges for financially
vulnerable individuals. These individuals have restricted access to financial systems,
services, or technologies. Busman & Ananda. (2022), illustrates that the more proficiently
artificial intelligence and digital marketing are employed within a business, the more
significant their impact on elevating consumer interest in making purchases. Artificial
Intelligence Marketing (AI Marketing) represents a marketing approach that leverages

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principles and models of artificial intelligence, including machine learning, to predict

customer behavior and attain marketing objectives. AI technology aids companies in
identifying the specific target audience for more tailored promotional efforts.
Furthermore, access to extensive data enables businesses to explore additional
opportunities through activities like keyword searches, user profiling, and the analysis of
other online data. Consumers can swiftly access and obtain information about products
available on the official Tokopedia website via the site itself. Shaik. (2023), the
advancement of artificial intelligence (AI) has profoundly altered the dynamics of the
contemporary business landscape. Among the most noteworthy applications of AI is
within the realm of marketing, where it plays a pivotal role in augmenting performance.
Yaiprasert & Hidayanto, (2023). Incorporating AI-powered ensemble of three machine
learning (ML) technologies into digital marketing strategies can be viewed as a highly
effective approach for enhancing both short-term and long-term sales outcomes.
Enterprises have discerned the potential benefits of harnessing ML algorithms and data-
driven insights to augment overall operational efficiency and performance. Furthermore,
the integration of AI-driven ML technologies into digital marketing strategies offers a
multitude of operational advantages. Through the automation of diverse tasks such as
targeted advertising, personalized content creation, and campaign optimization,
businesses can streamline processes, saving both time and resources. This, in turn, allows
for the allocation of resources to other essential activities, ultimately fostering business
growth Al-Gasawneh et al. (2023).

4. RESEARCH METHODOLOGY
4.1 Research Design
This research adopts a mixed-methods approach with a primary emphasis on quantitative
research methods. The primary objective is to analyze the Impact of Artificial Intelligence
on the Efficiency of Big Data-Driven Marketing Tools. The study utilizes a structured
questionnaire as the primary data collection instrument, complemented by qualitative data
for deeper insights.
4.2 Research Sample
The research sample consists of 300 respondents, meticulously chosen through a stratified
random sampling technique. This selection process ensures the inclusion of a diverse and
representative group of individuals from the target population, which comprises specify
the target population digital marketing professionals.
4.3 Data Collection
4.3.1 Questionnaire Development
A carefully crafted questionnaire has been developed to gather primary data for this study.
The questionnaire comprises a mix of closed-ended and Likert-scale questions, tailored to
align with the research objectives and variables under investigation.
4.3.2 Pilot Testing
Prior to administering the questionnaire to the main sample, a pilot test will be conducted
with a small group of individuals to assess the questionnaire's clarity, relevance, and
comprehensibility. Necessary revisions will be made based on the feedback received
during this phase.
4.3.3 Data Collection Process
The data collection process entails the distribution of the questionnaire to the selected
respondents. Multiple data collection methods, including online surveys and email
 Mohammad Khalaf Daoud et al. 526

surveys, will be employed to ensure participant convenience. Efforts will be made to

encourage a high response rate and maintain data accuracy.
4.4 Research Model

Big Data

Artificial Intelligence

Marketing Tool

Figure 1. Research model

H1: There is a significant impact of Big Data on marketing tool efficiency.
H2: There is a significant impact Big Data on artificial intelligence.
H3: There is a significant impact of artificial intelligence on marketing tool efficiency.
H4: Artificial intelligence mediates the relationship between big data and the efficiency of
marketing tools.

5. RESULTS
In this section of the paper, we will present the practical results obtained from our study.
The reporting style in this section follows the established guidelines for Partial Least
Squares Structural Equation Modeling (PLS-SEM) analysis, as recommended by prior
research (Chin, 2010). The use of these guidelines ensures that our analysis and reporting
are in line with best practices in the field of PLS-SEM. The following subsections will
detail the key findings and outcomes of our study based on these guidelines.
5.1 Respondents Profile
Table 1. Respondents profile (N=300)

Variable Category Frequency Percent (100%)

Gender Male 114 38
Female 185 62
Age 18-27 104 35
28-37 98 33
38-47 54 18
48-57 31 10
58-67 13 4
68-over 0 0

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Educational Level High school 4 1

Diploma 62 21
Bachelor 105 35
Master 67 22
PH. D 62 21
Marketing tools for companies Website 30 18
Social Media Marketing 98 33
Email Marketing 61 20
Affiliate Marketing 30 10
Mobile Marketing 83 28
Podcast Marketing 28 9
5.2 Multicollinearity Test
The typical threshold for cutoff is a tolerance value greater than 0.10, which corresponds
to a VIF value below 10, as explained by Hair et al. (2012). According to the data from
the multiple regression analysis presented in Table 2, this study's results show that both
independent variables have a tolerance value of 0.842 and a variance inflation factor
(VIF) value of 1.108. Since the tolerance value significantly exceeds 0.10 and the VIF
value is below 10, it can be concluded that there is no evidence of multicollinearity
among the variables.
Table 2. Multicollinearity Test
Variable Collinearity Statistics
Tolerance VIF
Big Data 0.842 1.108

Artificial Intelligence 0.842 1.108

5.3 Measurement Model Assessment

In this study, the model estimation provides empirical measurements of the relationship
between the indicators and the constructs. The process of modeling with the Partial Least
Squares Structural Equation Modeling (PLS-SEM) algorithm includes several steps, such
as evaluating the reliability, internal consistency, scrutinizing convergent validity, and
establishing discriminant validity for all construct scores.
5.3.1 Internal Consistency Reliability
Internal consistency reliability, as Sun et al. (2007) define it, refers to the extent to which
all items within a particular scale effectively measure the same underlying concept.
Traditionally, Cronbach's alpha, as established by Hair et al. (2014), has been the standard
measure for evaluating internal consistency. Nevertheless, it is important to highlight that
researchers have observed that Cronbach's alpha assumes equal reliability among all
indicators and frequently yields a cautious estimate of internal consistency reliability.
 Mohammad Khalaf Daoud et al. 528

Table 3. Internal consistency reliability analysis

Dimension Cronbach's Alpha CR AVE
Big Data 0.792 0.835 0.421

Volume of Data 0.860 0.901 0.770

Data Variety 0.880 0.910 0.789
Data Velocity 0.890 0.934 0.776

Data Quality 0.842 0.898 0.751

Artificial Intelligence 0.838 0.883 0.380

Level of Integration 0.887 0.921 0.780
AI Technology Types 0.900 0.928 0.794
AI-Enabled Functions 0.901 0.933 0.787
Marketing Tool 0.857 0.889 0.475
Tool Performance (CTR, CR, 0.800 0.875 0.750
Engagement Metrics)
Tool Usability 0.860 0.906 0.779
Efficiency Improvement 0.908 0.937 0.799
5.3.2 Convergent validity
It is customarily anticipated to evaluate factor loadings, average variance extracted
(AVE), and composite reliability (CR) to demonstrate convergent validity. Factor
loadings, composite reliability, and average variance extracted (AVE) are utilized to
assess convergent validity as suggested by Hair et al. (2019). The accepted practice
requires that factor loadings, average variance extracted (AVE), and composite reliability
(CR) be evaluated to validate convergent validity. The crucial elements for confirming
convergent validity are cumulative factor loadings, composite reliability, and AVE. It can
be concluded that the items accurately represent their respective constructs, hence
confirming their convergent validity, once adequate criteria for item loadings, AVE, and
composite reliability are met. The shared average variance between a construct and its
corresponding measures is quantified by AVE. Usually, an AVE value of 0.5 or greater is
advised. The results, which are shown in the results section, show AVE coefficients that
range from 0.792 to 0.901. This categorically demonstrates that convergent validity has
been achieved across all constructs. Furthermore, the table supports the validation of
convergent validity by demonstrating composite reliability, with values ranging from
0.853 to 0.920.
5.3.3 Discriminant Validity
Comparative analysis was done by looking at indicator loadings in relation to cross-
loadings with other variables to evaluate discriminant validity within this study. Finding
out if the indicator loadings were greater than their cross-loadings with reflecting
indicators was the main objective. The findings showed that every available indicator had
values higher than their cross-loadings, satisfying the demand for discriminant validity. In
addition, as demonstrated in the diagonal cells, the correlations between latent constructs
continued to be below the square roots of the respective Average Variance Extracted
(AVE) values. The fact that the HTMT (Heterotrait-Monotrait) criterion was determined

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to be below the cutoff of 0.85, as shown in Table 4, further supports the effective
establishment of discriminant validity (Henseler & Sarstedt, 2015).
Table 4. Heterotrait-Monotrait Ratio
Heterotrait-Monotrait Ratio (HTMT)
Big Data Artificial Intelligence Marketing Tool
Big Data
Artificial Intelligence 0.418
Marketing Tool 0.421 0.452
5.4 Structural Model Assessment
The critical next stage in the study is to evaluate the findings of the structural model once
convergent validity and discriminant validity have been established. It is crucial to
confirm that the structural model is free of multicollinearity problems before moving
further with hypothesis testing.
5.4.1 R-Square (R2)
The R2 size reflects how much of the variance in the dependent variables can be
explained by the independent variables. The structural model's ability to predict outcomes
is therefore improved by a greater R2 value. The R2 values in this study are computed
using the SmartPLS algorithm function, and the t-statistics, P-values, UL (Upper Level),
and LL (Lower Level) values for the mediation analysis are generated using the
SmartPLS bootstrapping tool.
Table 5. (R-Square)
Endogenous Variable R2 Predictive Relevance

Artificial Intelligence 0.678

Marketing Tool 0.654
5.4.2 Q-Square (Q2)
The researchers examined the predictive significance of the model using Q2 in addition to
looking at effect sizes Geisser, (1974). All the endogenous constructs were evaluated
using a cross-validated redundancy metric derived using the PLS blinding approach.
According to the conclusions of Fornell and Cha, (1994), the cross-validated redundancy
value should generally be more than zero, as this study has shown.
Table 6. The Q²
Endogenous Variable SSO SSE Q²
(1-SSE/SSO)
Artificial Intelligence 7700.000 7460.169 0.298

Marketing Tool 3574.000 3126.135 0.123

5.4.3 Effect Size (F²)

As a further test to R2, the effect size, abbreviated as f2, entails tracking changes in R2 as
a result of removing a specific exogenous variable from the model. It is necessary to
estimate two PLS path models—one with the latent variable included and one without—
 Mohammad Khalaf Daoud et al. 530

to calculate f2. Effect sizes can be interpreted as follows generally of thumb: 0.02 denotes
a little effect, 0.15 denotes a medium impact, and 0.35 denotes a high effect Cohen,
(2013).
Table 7. (Effect Size)
Variable Endogenous Variable f² Effect Size Rating
Big Data Artificial Intelligence 0.362 Large
Marketing Tool 0.287 Medium
Artificial Intelligence Marketing Tool 0.383 Large

5.4.4 Hypothesis testing

Table 8 displays the examination of hypotheses. In the initial hypothesis, as indicated in
the table, the Beta value is 0.389, the T-Value is 7.380, and the P-Value is 0.000. These
findings validate the support for this hypothesis. The table further presents the evaluation
of the second hypothesis as follows: the Beta value equals 0.401, the T-Value is 6.976,
and the P-Value is 0.000. These results affirm the acceptance of this hypothesis. The third
hypothesis's values were as follows: the Beta value was 0.358, the T-Value equaled 6.889,
and the P-Value was 0.000. Consequently, this hypothesis is also substantiated.
Table 8. Path Coefficients Testing
No. Hypotheses Beta SE T-Value P-Value Decision

H1 BD →MT 0.389 0.068 7.380 0.000 Supported***

H2 BD → AI 0.401 0.077 6.976 0.000 Supported***

H3 AI→MT 0.358 0.070 6.889 0.000 Supported***

5.6 The Mediating Relationship Testing
The Artificial intelligence mediates the relationship between big data and the efficiency
of marketing tools are significant (β = 0.125, t= 5.187, LL= 0.891, UL = 0.986, p<0.000).
Thus, hypotheses H4 was confirmed.
Table 9. Results of mediating effects
No. Hypothesis B Standard T-value P-value Confidence
Error Interval
95% 95%
LL UL
H4 BD→AI→MT 0.125 0.023 5.187 0.000*** 0.891 0.986
***: p<0.000; Two tailed hypothesis; 5,000 bootstrap samples

6. FINDINGS
The research findings indicate some significant outcomes. Firstly, the data demonstrates a
strong positive relationship between the extent of Artificial Intelligence (AI) integration
and the efficiency of digital marketing tools. In essence, as AI integration increases,
digital marketing tools tend to perform more efficiently. Secondly, the results reveal a

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similar positive relationship between the volume of Big Data utilization and the
efficiency of digital marketing tools. Essentially, as organizations make more extensive
use of Big Data, their marketing tools tend to become more efficient. Thirdly, the
interaction between AI integration and Big Data utilization significantly impacts the
relationship between both AI integration and Big Data utilization and the efficiency of
digital marketing tools. This suggests that AI and Big Data, when combined effectively,
can enhance marketing tool efficiency to a greater extent than when each is used
independently. Overall, these findings underscore the potential of AI and Big Data
integration in elevating the effectiveness of digital marketing tools. The synergy between
these technologies can lead to more efficient marketing strategies, better customer
insights, and enhanced business performance.

7. RECOMMENDATIONS Enhanced AI Integration: Based on the findings,

organizations should consider increasing their integration of Artificial Intelligence (AI)
into their digital marketing strategies. This can involve adopting AI-driven tools for
personalization, predictive analytics, and content generation to improve marketing tool
efficiency.
Leveraging Big Data: Organizations should continue to harness the power of Big Data in
their marketing efforts. They should explore more sources of data and invest in data
quality to maximize the impact of data-driven decision-making.
Strategic Combination: Firms should strategically combine AI and Big Data technologies
to unlock synergistic effects. This involves identifying specific use cases where AI can
enhance Big Data analytics and vice versa, leading to more efficient marketing tools.
Employee Training: Organizations should prioritize training their marketing teams in AI
and Big Data analytics. This will empower marketers to make the most of these
technologies and contribute to better tool efficiency.
Monitoring and Evaluation: Implement continuous monitoring and evaluation of AI and
Big Data initiatives in marketing. Regularly assess their impact on tool efficiency and
adapt strategies accordingly.

8. SUGGESTIONS FOR FURTHER STUDIES

Industry-Specific Analysis: Conduct industry-specific studies to explore how AI and Big
Data impact marketing tool efficiency in different sectors such as e-commerce,
healthcare, finance, and more.
Long-Term Effects: Investigate the long-term effects of AI and Big Data integration on
marketing tool efficiency to understand sustainability and scalability.
Consumer Behavior: Explore how AI and Big Data-driven marketing tools influence
consumer behavior and purchasing decisions.
Ethical Considerations: Delve into the ethical implications of using AI and Big Data in
marketing and how ethical concerns may affect tool efficiency.
Comparative Studies: Compare the efficiency of different AI technologies (e.g., machine
learning, natural language processing) and their impact on marketing tools.

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