سمیه دامیار

 In the last decade, the exponential growth of the rate of data generation along with the unprecedented developments in the field of information technology, require companies to take advantage of advanced business analytics (BA) to support data-driven decision-making. with the aim of gaining commercial value and competitive advantage. On the other hand, with the rapid change of the business environment, understanding the characteristics of the market and managing relationships with customers to identify and respond to their needs and produce innovative products has become a necessity for companies. In this way, many knowledge-based companies, in search of competitiveness with large companies, spend significant resources in advanced business analysis capabilities for market development and growth and excellence in the marketing process. The purpose of this research is to extract the components of advanced business analysis and discover how they affect the components of marketing development. The current research is a mixed research that has been done using a combination of qualitative and quantitative research methods. In the qualitative part of the research, documentary sources and thematic analysis method have been used to identify the components of advanced business analysis and marketing development. After identifying the components, the model of the effect of advanced business analysis on marketing development has been extracted and validated and approved by experts in this field. In the quantitative part, to collect data and answer the research questions, a questionnaire has been prepared and answered by the employees of knowledge-based companies producing medical equipment and other experts in this field in order to follow up each component. . Then, by means of Smart PLS software, the obtained conceptual model of evaluation and research hypotheses have also been investigated. In the end, some suggestions are given to medical equipment manufacturing companies to better apply business analysis to increase market share and develop marketing.