Data Analytics Enabled Power Marketing Analysis and Decision-Making Supporting System

Wang, Qingjuan; Sun, Gang; Lou, Fei; Jin, Liangfeng; Lü, Peng

doi:10.23919/wac55640.2022.9934690

Cited by 2 publications

(1 citation statement)

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“…This understanding is crucial for creating personalized marketing campaigns that resonate with individual consumers. For instance, in the energy industry, big data analysis has been instrumental in transforming and upgrading marketing strategies, enabling power enterprises to offer value-added services through personalized and differentiated services (Wang et al, 2022). Moreover, the interrelationship between big data, marketing analytics, and firm marketing capabilities has become a focal point of research.…”

Section: Introduction the Rise Of Big Data In Marketingmentioning

confidence: 99%

Leveraging Big Data for Personalized Marketing Campaigns: A Review

Gold Nmesoma Okorie,

Zainab Efe Egieya,

Uneku Ikwue

et al. 2024

Int. j. manag. entrep. res

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The burgeoning field of big data analytics has revolutionized the landscape of marketing, offering unprecedented opportunities for personalized marketing campaigns. This review aims to synthesize the current state of knowledge on leveraging big data for personalized marketing, elucidating the objectives, methodologies, key findings, and conclusions drawn from recent research in this domain. The primary objective of this review is to explore how big data analytics can be effectively utilized to tailor marketing strategies to individual consumer preferences, behaviors, and patterns. Methodologically, the review adopts a comprehensive approach, examining a wide range of studies that employ various big data tools and techniques, including machine learning algorithms, data mining, and predictive analytics, in the context of personalized marketing. Key findings indicate that big data analytics significantly enhances the ability of marketers to understand and predict consumer behavior, leading to more effective targeting and segmentation strategies. The integration of big data has shown to improve customer engagement, satisfaction, and loyalty by delivering more relevant and timely marketing messages. However, challenges such as data privacy concerns, the need for advanced analytical skills, and the potential for data inaccuracies are also highlighted. In conclusion, while big data presents substantial opportunities for personalizing marketing campaigns, its effective implementation requires careful consideration of ethical implications, investment in technological infrastructure, and ongoing skill development. Future research directions include exploring the impact of emerging technologies like artificial intelligence and the Internet of Things (IoT) on personalized marketing, and developing frameworks for ethical data usage in marketing practices. This review underscores the transformative potential of big data in reshaping personalized marketing strategies, offering valuable insights for both practitioners and researchers in the field. Keywords: Big Data, Marketing Strategies, Consumer Behavior, Data Analytics, Personalized Marketing, Market Segmentation, Privacy Concerns, Ethical Challenges, Digital Transformation, Artificial Intelligence (AI).

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Section: Introduction the Rise Of Big Data In Marketingmentioning

confidence: 99%