Consumer Behavior Analysis and Open Innovation on Actual Purchase from Online Live Selling: A case study in the Philippines

Unlocking the Power of Data: Effective Data-Driven Marketing Strategies to Engage Millennial Consumers

“…By leveraging customer data and analytics, enterprises are able to deliver highly personalized and contextually relevant marketing experiences that resonate with millennials' preferences and expectations. (Ong et al, 2024) The combination of various communication platforms, including social media, email, and mobile apps, allows companies to create consistent and engaging brand interactions throughout the customer journey. This comprehensive approach not only increases brand recognition but also improves engagement and overall satisfaction among millennial consumers.…”

“…Millennials have grown up in the digital age and have come to expect seamless, personalized experiences across all touchpoints. (Ong et al, 2024). They are more likely to respond positively to marketing messages and offers that are tailored to their individual preferences and behaviors.…”

“…They expect brands to deliver tailored, user-centric experiences that cater to their individual needs and preferences. Enterprises that are able to effectively harness customer data to drive personalized content, product recommendations, and offers are more likely to capture millennial attention and drive favorable business outcomes (Ong et al, 2024); (Chandraa et al, 2024).…”

“…Millennials are heavily influenced by their peers and social media influencers, and they tend to respond more positively to marketing content that is perceived as authentic and relatable. By leveraging influencer partnerships and amplifying usergenerated content, brands can create marketing campaigns that align with millennial values and preferences, ultimately enhancing the effectiveness of their data-driven marketing efforts (Beauchamp, 2021); (Ong et al, 2024); (Xu et al, 2024); (Chandraa et al, 2024); (Fitri & Wulandari, 2020); (Xiao et al, 2019).…”

“…Particularly in the millenial demographic, data-driven marketing strategies can enable enterprises to craft personalized campaigns that leverage social influencers, digital channels, and customized content to effectively reach and engage this coveted consumer segment (Guangmei, 2022). One of the key advantages of data-driven marketing is the ability to gain granular insights into consumer behaviour and preferences, and then leverage these insights to craft highly targeted and personalized campaigns (Ong et al, 2024). By analyzing vast troves of consumer data, enterprises can identify key influencers within millennial social networks, understand their content consumption habits, and craft tailored messaging that resonates with this demographic.…”