The relative values of big data analytics versus traditional marketing analytics to firm innovation: An empirical study

Although big data analytics (BDA) does enhance innovation performance, it remains unclear whether BDA contributes more or less than traditional marketing analytics (TMA) to firm innovation. This study tests hypotheses based on data collected from multiple sources by using four-wave survey and archival data from 201 firms. The results indicate that BDA has a stronger positive effect on new product development (NPD) performance than TMA, over time. However, TMA, when coupled with exploitative innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploratory innovation strategy. Conversely, BDA, when coupled with exploratory innovation strategy, has a stronger positive effect on NPD performance than if coupled with exploitative innovation strategy.