Article
Digital Marketing Analytics and Financial Performance of Fintech Companies: A Data-Driven Approach to Enhancing Business Performance
The rapid expansion of financial technology (FinTech) has intensified competition, compelling firms to adopt data-driven marketing strategies to enhance customer engagement and financial performance. Digital Marketing Analytics (DMA) has emerged as a strategic capability that enables organizations to collect, analyze, and interpret customer data from multiple digital channels, facilitating informed marketing decisions and improved business outcomes. Despite its growing adoption, empirical evidence linking digital marketing analytics to the financial performance of fintech companies remains limited, particularly in emerging economies such as India. This study proposes a conceptual framework to examine the relationship between digital marketing analytics and financial performance, considering the mediating roles of customer acquisition, customer engagement, customer retention, and marketing efficiency. The study is grounded in the Resource-Based View (RBV), Dynamic Capability Theory, Technology–Organization–Environment (TOE) Framework, and Marketing Capability Theory. A quantitative research design is proposed using a structured questionnaire administered to marketing and analytics professionals in Indian fintech companies. The collected data will be analyzed using Structural Equation Modeling (SEM) to validate the proposed relationships. The findings are expected to demonstrate that effective use of digital marketing analytics enhances marketing efficiency, strengthens customer relationships, and improves revenue growth, profitability, and return on marketing investment. The study contributes to both academic literature and managerial practice by providing a comprehensive framework for leveraging analytics to achieve sustainable financial performance in the fintech sector.