Date of Conferral



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


Business Administration


Timothy Malone


Marketing leaders often lack strategies to increase sales revenues using big data (BD) analytics and technology. Marketing leaders who better understand the strategies that influence BD-based sales revenues may benefit from BD market opportunities to be economic catalysts in the markets they serve. Grounded by change theory, the purpose of this qualitative multiple case study was to explore BD-based marketing strategies used by marketing leaders to increase sales revenues. Data collection included semistructured interviews with 3 marketing leaders from organizations headquartered in Ohio and online sales documents. Data were analyzed using thematic analysis and coded to identify 5 themes: customer experience, BD marketing analytics, collaboration across business units, marketing sales alignment, and key performance indicators. A key recommendation is for marketing leaders to refine marketing mix activities leading to increased sales revenues. The implications for positive social change include the potential for BD-based marketing managers to increase sales, create jobs, and support regional communities’ economic development.