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, [Read More]