The Department of Marketing Management at the College of Administration and Economics, University of Mosul, witnessed the defense of the Master’s thesis titled “Big Data-Driven Marketing as an Approach to Enhancing Marketing Performance: The Mediating Role of Interactive Marketing in the Banking Sector,” presented by the student Duha Salem Abed, in Discussion Hall No. (1).

​The study aimed to examine the impact of big data-driven marketing on enhancing marketing performance, and to uncover the mediating role of interactive marketing in this relationship within the banking sector. It highlighted how big data can be utilized to support marketing decisions, enhance customer engagement, and achieve more efficient and sustainable marketing performance.

​The study reached a number of conclusions, most notably that big data-driven marketing represents a strategic shift in marketing thought, as the customer has become a primary source of knowledge upon which banks rely to build their marketing decisions. The results also showed that big data represents knowledge capital that contributes to anticipating customer needs and transitioning from responsive marketing to proactive marketing. Furthermore, the study revealed that interactive marketing plays a pivotal mediating role in converting digital knowledge into tangible marketing value by building relationships based on dialogue, trust, and continuous interaction with customers, thereby enhancing marketing performance and achieving a sustainable competitive advantage. The findings also confirmed that the success of banks in the digital business environment depends on achieving integration between modern technologies and an organizational culture based on continuous learning, ensuring efficient management of marketing knowledge and delivering a more distinguished banking experience for customers.

​The discussion committee consisted of: Professor Dr. Alaa Abdulsalam Yahya (College of Administration and Economics / University of Mosul) – Chairman, Professor Dr. Layla Jarallah Khalil (College of Administration and Economics / University of Mosul) – Member, Associate Professor Dr. Mohammed Ahmed Mahmoud (College of Administration and Economics / University of Mosul) – Member, Professor Dr. Mohammed Mahmoud Hamid (College of Administration and Economics / University of Mosul) – Member and Supervisor.