From insight to impact: Unravelling the dynamics of big data-backed growth hacking

Abstract

The rise of growth hacking, fuelled by big data analytics, poses a challenge for scholars and executives alike, with limited research at their intersection. This article aims to fill the knowledge gap by focusing on the integration of big data analytics and growth hacking. Extant theory suggests that incorporating big data cultivates marketing ambidexterity, especially when moderated by environmental dynamism. The synergistic interplay between big data analytics and marketing ambidexterity is postulated to enhance firm marketing capabilities, manifesting itself as growth hacking. The present study develops a corresponding scale on growth hacking and empirically validates the proposed theoretical framework. Data have been collected from businesses that have used growth hacking tactics, regardless of their timeframe or resource investment, in two phases and adhering to requisite sampling size and techniques. The relationships between all variables were found to be significant except the impact of firm marketing capabilities on customer regain and maintenance. Environmental dynamism was found to moderate significantly big data analytics and marketing ambidexterity. This study enriches the growth hacking literature by shedding light on the intricate relationship between big data analytics and strategic business growth. The findings are also significant to industry, as they arm executives with new and practicable knowledge towards harnessing growth hacking strategies and securing a competitive edge.