<p>This research examines the impact of marketing planning capability (MPC) and customer relationship management (CRM) on the dynamic marketing agility construct. Additionally, the impact of the level of deployment of big data marketing analytics (BDMA) applications on the ordinary marketing capabilities of marketing planning and CRM, as well as the dynamic marketing capability of marketing agility, is examined. Data collection focused on targeting marketing professionals employed in firms with at least a limited level of BDMA deployment. The sample respondents were from Canada and the United States (<i>N</i> = 236). Data analysis was performed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). Path coefficients revealed that all hypothesized relationships were statistically significant, except for the effect of BDMA deployment level on CRM, which showed a medium total effect size. NCA indicated that CRM and MPC were necessary “must-have” conditions for achieving high levels of marketing agility. In contrast, the level of BDMA deployment, though significant, was a “should-have”, but not a necessary condition. This study presents a novel integration of PLS-SEM and NCA to assess the impacts and necessity of the constructs influencing marketing agility in the context of BDMA. The research provides nuanced insights beyond traditional linear modelling by identifying CRM and MPC as statistically significant and necessary “must-have” conditions. The finding that BDMA deployment is impactful but not a necessary condition challenges prevailing assumptions and provides strategic guidance for resource allocation and prioritization. This dual-method approach enhances theoretical understanding and offers actionable recommendations for firms seeking to strengthen marketing agility through data-driven marketing capabilities.</p>