Publication Date: 2023/06/20
Abstract: This paper explores the substantial influence of big data analytics on marketing efficiency and effectiveness in the digital era. A thorough review of current academic literature, empirical data points, and industry case studies reveal a marked increase in marketing efficiency and effectiveness when using big data analytics. Big data analytics has proven particularly instrumental in precision targeting, optimizing marketing resources, enhancing customer segmentation, and personalizing marketing approaches, thereby driving customer satisfaction and loyalty. However, successfully implementing these strategies requires significant investment in data infrastructure, skilled personnel, and vigilant adherence to data privacy regulations. As a burgeoning field, big data analytics presents abundant opportunities for future research, particularly in industryspecific applications, the mitigation of implementation challenges, and the integration of emerging technologies. This paper thereby contributes to the growing body of literature on big data analytics, providing actionable insights for academics and practitioners in marketing.
Keywords: No Keywords Available
DOI: https://doi.org/10.5281/zenodo.8058655
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23JUN194.pdf
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