Review
Open access
Sep 2026
Big Data Analytics Capabilities and Marketing Performance of Deposit Money Banks in Calabar, Nigeria
The study concludes that the ability of deposit money banks to convert big data into marketing value depends not only on technological resources but also on effective managerial support and personnel expertise.
Catherine J. Matthew, D. Oyo-Ita, Muze J. Iwara
· African Journal of Managemen... · 0 citations