Purpose: Due to intense competition in technology-intensive environments, improving marketing performance in knowledge-based enterprises (KBEs) increasingly depends on market data and its conversion into actionable insights; however, the mechanisms underlying this process remain unclear. This study examines the effect of big data analytics capabilities (BDAC) on marketing performance (MP) through the mediating roles of customer knowledge management (CKM) and dynamic marketing capabilities (DMC).

Methodology: This study adopts a positivist paradigm, a deductive approach, and an applied research orientation using a descriptive-survey method. The statistical population consisted of 2,248 knowledge-based ICT companies. The sample size was determined as 288 companies using G-Power 3. Data were collected through a standard questionnaire using online surveys and non-probability convenience sampling. Reliability (Cronbach’s alpha, CR, and rho_A> 0.70), face validity, convergent validity (AVE≥ 0.50), and discriminant validity (Fornell–Larcker and HTMT< 0.85) were confirmed. Data were analysed using PLS-SEM with SmartPLS 3.

Results: BDAC significantly affected CKM, DMC, and MP (t = 9.796, 5.100, and 2.161, respectively). CKM significantly affected DMC and MP (t = 7.447 and 4.785, respectively), while DMC significantly affected MP (t = 2.741). CKM significantly mediated the relationship between BDAC and MP (t = 2.004), whereas the mediating effect of DMC was not supported (t = 1.532).

Discussion: The conversion of BDAC into MP is achieved more through CKM than through DMC. This finding highlights the importance of knowledge-based mechanisms in leveraging data-driven capabilities.

Conclusion: The simultaneous development of analytical capabilities and CKM facilitates the achievement of sustainable MP in KBEs.