Transforming marketing strategies with data analytics: A study on customer behavior and personalization
1 International Association of Computer Analysts and Researchers, Abuja, Nigeria.
2 OneAdvanced, UK.
3 Nigeria Inter-Bank Settlement System Plc (NIBSS), Nigeria.
4 Independent Researcher, UK.
Review
International Journal of Scholarly Research in Engineering and Technology, 2024, 04(01), 041–051.
Article DOI: 10.56781/ijsret.2024.4.1.0022
Publication history:
Received on 12 July 2024; revised on 17 August 2024; accepted on 20 August 2024
Abstract:
In the rapidly evolving digital landscape, data-driven marketing has emerged as a pivotal strategy for businesses seeking to enhance customer engagement and optimize marketing outcomes. This review paper delves into the transformation from traditional to data-centric marketing, highlighting the historical evolution and technological advancements that have propelled this shift. It examines the critical role of data analytics in understanding customer behavior, detailing the tools and techniques employed to interpret vast amounts of customer data. Furthermore, the paper explores personalization as a key marketing strategy, discussing methods to achieve it through data analytics and emphasizing the importance of customer segmentation. Ethical considerations and challenges in personalized marketing are also addressed. The impact of data-driven marketing is evaluated through successful case studies, and the future trajectory of marketing in the age of analytics is predicted. The review summarizes key insights and their strategic implications for marketers, underscoring the necessity of balancing innovation with ethical responsibility.
Keywords:
Data-Driven Marketing; Customer Behavior; Personalization; Data Analytics; Customer Segmentation
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0