DATA DRIVEN BUSINESS INTELLIGENCE TOOLS IN AGRIBUSINESS A FRAMEWORK FOR EVIDENCE-BASED MARKETING DECISIONS

Abstract

This study investigates the transformative role of data-driven business intelligence (BI) tools in enhancing evidence-based marketing decision-making within the agribusiness sector. Operating in an environment characterized by climatic variability, volatile demand, fragmented supply chains, and shifting consumer preferences, agribusiness increasingly depends on the ability to collect, integrate, and analyze large volumes of data to remain competitive. Business intelligence systems, encompassing data warehousing, predictive analytics, data mining, visualization dashboards, and machine learning algorithms, enable organizations to convert raw data into actionable insights that guide strategic and operational marketing decisions. This research is based on a comprehensive review of 156 peer-reviewed papers published in journals, conference proceedings, and industry reports, synthesizing theoretical frameworks, empirical findings, and practical applications of BI in agribusiness marketing. The study identifies key determinants of BI adoption, including data quality, system integration, analytics competence, governance structures, and leadership support, and examines how these factors influence BI use intensity and marketing outcomes. It also explores the integration of BI with digital agriculture technologies such as IoT devices and remote sensing systems, highlighting their combined potential to improve forecasting accuracy, enhance market segmentation, optimize pricing, and strengthen supply chain traceability. Quantitative evidence demonstrates that BI adoption significantly improves marketing decision quality, customer acquisition, market share, and overall performance, with decision quality acting as a key mediating factor. Additionally, digital-agriculture integration moderates the BI–performance relationship, amplifying its impact. The study concludes that data-driven BI tools provide a robust framework for transforming agribusiness marketing from intuition-based practices to evidence-based strategies, enabling firms to navigate complexity, improve responsiveness, and achieve sustained competitive advantage. The findings offer valuable insights for practitioners, policymakers, and researchers seeking to harness data analytics to enhance decision-making and performance in the global agribusiness sector.