Marketing in rapidly evolving consumer environments increasingly depends on the capacity of firms to process, interpret, and act on data in real time. This study examines how predictive analytics adoption mediates the relationship between five antecedent capabilities — data analytics quality, marketing technology capability, customer segmentation precision, predictive personalisation, and omnichannel data adoption — and overall marketing effectiveness. Drawing on a structured questionnaire administered to 340 marketing professionals and managers across the Coimbatore and Erode districts of Tamil Nadu, the study employs a two-stage analytical framework involving Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA), followed by Structural Equation Modelling (SEM). The measurement model satisfies convergent and discriminate validity thresholds, while the structural model reveals that predictive analytics adoption significantly mediates the influence of all five antecedents on marketing effectiveness (β = 0.58, p < 0.001, R² = 0.623). Organisational readiness significantly moderates the central mediation path. Customer segmentation exerts a modest but significant direct effect on outcomes. These findings contribute to the resource-based view and dynamic capabilities literature by specifying the mechanisms through which analytics investments translate into measurable marketing outcomes. Managerial implications are discussed alongside directions for future research
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