Big Data Analytical Capabilities as an Enabler of Marketing Agility: Evidence from the Fintech Sector in Pakistan

Abstract

The fintech sector is growing rapidly in Asia, but in Pakistan, its growth is steady due to dynamic market conditions and customers’ needs. Thus, Fintech companies or startups in Pakistan must develop marketing agility to cope with the dynamic market and customers’ needs. This research aimed to highlight the influence of big data analytical capabilities on the marketing agility of Fintechs. The data were gathered from 440 top and middle-level managers and analyzed by using SPSS and SmartPLS4. The results highlighted that Fintech companies or startups aiming to develop marketing agility must adopt big data analytical capabilities. The research directed the attention of marketing managers towards the significance of big data analytical capabilities for developing marketing agility.