The level of application of big data on digital marketing communication tools in Saudi telecom companies from a strategic perspective based on the knowledge pyramid model

With the advancement of technology, big data is generated in facilities, and the use of big data is considered one of the strategic plans that contribute to the progress and development of facilities and solve their problems. Data analysis programs and methods inevitably contribute to the development of employing marketing communication tools that target customers according to categories and needs, which requires telecommunications companies to make the most of benefits from big data analysis in knowing, identifying, and predicting customer needs, so this research sheds light on this research problem through the method. Analytical descriptive By examining the extent to which big data analyzes are used for customers of Saudi telecom companies on digital marketing communications tools, the study targeted workers in the field of big data analysis and marketing communications. level came Wisdom is the most employed level, and the two indicators (big data analysis enabled us to divide current and potential customers) and (big data analysis enabled us to improve customer and user preferences towards products or services) were the highest in the dimension of wisdom. On the other hand, text message ranked first among the digital marketing communication tools employed based on data analysis in the Telecommunications sector, and digital advertising came in last place. The study also found that there is a positive direct relationship with statistical significance between the application of big data levels and digital marketing communication tools. The study also found that data analysis specialists dominate the use of analysis results in digital marketing communication tools compared to their counterparts who are specialists in this field. The study recommends the need to develop big data analysis tools that enable establishments to target customers through digital marketing communications, and also to develop the skills of workers in this field, especially specialists in the field of digital marketing communications, and the need to develop marketing communications and advertising curricula in the colleges of media and communication in the Kingdom of Saudi Arabia, and to add data analysis skills. within its curricula.