Juncture of Data Analytics and Data Governance

Abstract

Organizations aim to adopt data-driven approaches due to the potential for deeper insights and more informed decision-making. This is particularly evident in the realm of big data, which encompasses vast and intricate datasets exceeding the capacities of conventional data processing software. Despite the transformative potential of insights derived from big data, many businesses struggle with processing, analyzing, and effectively utilizing this resource, even amidst the widespread acknowledgment of big data analytics in the context of digital transformation. Big data analytics revolutionizes marketing strategies by offering profound insights into market segments, customer behaviors, and preferences. It facilitates experimentation with new products, marketing approaches, and pricing strategies, enhancing the user experience and optimizing campaign effectiveness. Through individualized targeting and personalized marketing initiatives driven by analytics, organizations can tailor their offerings to specific customer preferences, maximizing engagement and conversion rates. This chapter comprehensively explores the big data analytics transforms organizational processes across IT infrastructure management and marketing strategies, enabling data-driven decision-making and providing a competitive advantage in dynamic business landscape.