Date of Conferral

4-22-2026

Degree

Doctor of Business Administration (D.B.A.)

School

Management

Advisor

Melvia Scott

Abstract

Ineffective use of data-driven marketing strategies among independent insurance agency owners’ limits client acquisition and weakens retention in saturated markets, thereby jeopardizing financial stability, constraining sustainable growth, and reducing long-term competitiveness. Grounded in data-driven decision-making theory, this qualitative pragmatic inquiry was to explore strategies independent insurance agency owners used to implement data-driven marketing practices to improve client acquisition and retention. Participants were six independent insurance agency owners in the southern United States with experience implementing data-driven marketing strategies. Data were collected through semistructured interviews, field notes, and publicly available agency marketing materials and analyzed using Braun and Clarke’s six-phase thematic analysis. Three primary themes emerged: (a) customer relationship management (CRM) workflow and automation as decision infrastructure, (b) segmentation and targeted marketing as a leadership discipline, and (c) ethical data use and governance as a competitive trust asset. For independent insurance agency owners, a key recommendation is to integrate structured CRM workflows, targeted segmentation, and ethical data governance into routine decision-making practices. The implications for positive social change include the potential for expanding access to appropriate insurance coverage, strengthening trust in insurance decision-making, and supporting financial stability for households, small businesses, and underserved populations that rely on consistent and ethical insurance services.

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