Beyond Digital Adoption: How Data Analytics Drives Marketing Effectiveness and Competitiveness in MSMEs

In today's digital era, the business landscape is changing rapidly and requires businesses to gain digital readiness, especially micro, small and medium enterprises' sectors (MSMEs).This study examines the strategic role of data analytics in enhancing the competitiveness of micro, small, and medium enterprises (MSMEs).Drawing on the resource-based view and dynamic capabilities theory, the study argues that data analytics creates value not through mere adoption but through its effective integration into marketing and decision-making processes.The findings highlight that embedding data analytics within core marketing strategies enables MSMEs to better understand customers, optimize marketing campaigns, and deliver more personalized offerings, thereby improving marketing effectiveness and customer engagement.Moreover, the study emphasizes the critical role of human and managerial capabilities in translating analytical insights into actionable marketing strategies.Strategic and managerial training is identified as a key driver of digital readiness, allowing MSMEs to adapt to market dynamics and sustain competitive advantage.Overall, the study contributes to the digitalization literature by demonstrating that MSME competitiveness depends more on the strategic application of data analytics than on the ownership of digital technologies alone.