Big Data Analytics increases Sales Performance in Organizations- An Exploratory Study with Qualitative Analysis

Abstract

This study investigates how big data analytics (BDA) can enhance sales performance in organizations through qualitative analysis. In today's data-driven business environment, organizations leveraging BDA achieve 15-20% higher revenue compared to competitors using traditional methods, highlighting its strategic importance. Despite widespread adoption, specific mechanisms through which BDA enhances sales performance remain underexplored, particularly regarding implementation challenges and ethical considerations. Using semi-structured interviews with 15 industry professionals analyzed through MAXQDA software, the research identified five key themes: BDA Capability, Customer Relationship Management Capability, Organizational Readiness, Leadership Support, and Customer Engagement, with 25 associated sub-themes. The findings reveal that BDA serves as a valuable organizational resource (supporting Resource-Based View theory) that enables the development of dynamic capabilities, particularly in customer relationship management. The integration of BDA with CRM systems creates synergistic effects that significantly improve sales outcomes when supported by leadership advocacy and organizational readiness. The study's limitations include its cross-sectional nature, small sample size, and qualitative approach. Future research should employ larger samples, mixed methods approach, and longitudinal designs to quantify BDA's impact across diverse industries while addressing ethical implications of data usage.