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Journal articles on the topic 'Marketing analytics solutions'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Khair, Md Abul. "Blockchain-Enabled Marketing Analytics for Enhanced Campaign Transparency." American Journal of Trade and Policy 10, no. 2 (2023): 65–76. http://dx.doi.org/10.18034/ajtp.v10i2.701.

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In the digital age, blockchain technology has enormous potential to transform marketing analytics and improve campaign transparency. This project aims to investigate how blockchain-enabled marketing analytics might enhance the efficacy and transparency of campaigns. The primary aims of the research were to examine the difficulties associated with conventional marketing analytics, investigate blockchain-based remedies, evaluate real-world case studies, deliberate on potential future paths and valuable suggestions, and evaluate the constraints and policy ramifications. The study's approach compr

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Savych, Oleksandr, Volodymyr Pylypchuk, and Andrii Holitsyn. "Forming the system of generation of additional sales on the principles of marketing analytics." Marketing and Digital Technologies 7, no. 3 (2023): 52–65. http://dx.doi.org/10.15276/mdt.7.3.2023.4.

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The aim of the article is consideration of various aspects and indicators of forming an additional sales generation system based on the principles of marketing analytics in the conditions of an aggressive macro-environment. Analyses results. The formation of the system for generating additional sales based on principles of marketing analytics is a necessary step for the enterprises under effect of complex conditions of an aggressive macro-environment impact. Under the analysis of paying demand, the competitive environment and the application of marketing analytics tools, enterprises could gain

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Iyer, Lakshmi S., and Rajeshwari M. Raman. "Intelligent Analytics." International Journal of Business Intelligence Research 2, no. 1 (2011): 31–45. http://dx.doi.org/10.4018/jbir.2011010103.

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Organizations use web analytic tools and technologies to measure, collect, analyze, and report web usage data to help optimize websites. Traditionally, most of this data tends to be non-transactional and non-identifiable. In this regard, there has not been much integration with transactional data that is collected, stored, analyzed, and reported through Business Intelligence (BI). Emerging trends in web analytics provide organizations the ability to aggregate and analyze web analytics data with transactional data to provide valuable insights for building better customer relationship strategies

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V V Narendra Kumar, K.Kiran Kumar, and K.Anil Kumar. "The Future Business Depends on Analytics." Prabhandan - Journal of Business Administration 1, no. 1 (2010): 1–9. http://dx.doi.org/10.58716/pjbagitmba.v1i1.1.

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The science of business analytics is used to evaluate organization-wide operations. Each department, from sales to marketing and product development to customer service, can benefit from a closer look at customer behavior. Customers are the foundation of every business--from Fortune 500 companies to small and medium enterprises. Making time to analyze data and create predictive models will yield calculable results. There are hundreds of business analytics solutions the market today and while all offer the key to understanding your customer base, the solutions range in price, technology, time a

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Reza Amini and Ali Amini. "An overview of artificial intelligence and its application in marketing with focus on large language models." International Journal of Science and Research Archive 12, no. 2 (2024): 455–65. http://dx.doi.org/10.30574/ijsra.2024.12.2.1223.

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Emerging technologies like the Internet of Things, big data analytics, blockchain, and artificial intelligence (AI) have significantly transformed business operations. Among these, AI stands out as the most recent and impactful, revolutionizing marketing practices. Professionals globally are actively seeking AI solutions tailored to their marketing needs. A systematic review of existing literature can highlight AI's significance in marketing and reveal future research pathways. Integrating big data sources and AI tools into marketing practices represents a departure from traditional methods, u

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Divya, Chockalingam. "Loyalty Program Effectiveness through Data Analytics." International Journal of Leading Research Publication 1, no. 4 (2020): 1–4. https://doi.org/10.5281/zenodo.15074381.

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Loyalty programs have become a critical component of customer retention strategies. Data analytics plays a pivotal role in measuring and enhancing the effectiveness of these programs. This paper explores how businesses leverage data analytics to improve customer engagement, personalize rewards, and optimize marketing strategies. The study also highlights challenges and potential solutions associated with data-driven loyalty programs.

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Besiri, Defne. "Big Data Analytics for Real-Time Marketing: Opportunities and Challenges." Human Computer Interaction 8, no. 1 (2024): 169. https://doi.org/10.62802/0tybm167.

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Big Data Analytics has revolutionized real-time marketing by enabling organizations to process vast amounts of data to deliver personalized and timely customer experiences. This research explores the opportunities provided by Big Data Analytics in transforming marketing strategies, such as enhanced customer segmentation, predictive analytics for targeted campaigns, and dynamic content delivery. It highlights how real-time data processing facilitates agile decision-making, allowing businesses to adapt to rapidly changing market conditions. Simultaneously, the study addresses the challenges of B

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Kozlovskyi, Serhii, Larysa Shaulska, Andrii Butyrskyi, Natalia Burkina, and Yurii Popovskyi. "The marketing strategy for making optimal managerial decisions by means of smart analytics." Innovative Marketing 14, no. 4 (2018): 1–18. http://dx.doi.org/10.21511/im.14(4).2018.01.

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The article presents a methodology for developing the marketing strategy for the adoption of optimal managerial solutions by means of smart analytics. Such issues as marketing strategy modeling methods; software products based on the integration of smart analytics; optimal choosing electro mobile and others have been considered. The main subject of the article is constructing an optimal decision-making model using a combination of classical statistical and mathematical methods and models, as well as modern information technologies including methods of smart analytics. The conceptual scheme of

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Enoch Oluwabusayo Alonge, Nsisong Louis Eyo-Udo, Bright Chibunna Ubanadu, Andrew Ifesinachi Daraojimba, Emmanuel Damilare Balogun, and Kolade Olusola Ogunsola. "Integrated framework for enhancing sales enablement through advanced CRM and analytics solutions." Gulf Journal of Advance Business Research 3, no. 3 (2025): 923–51. https://doi.org/10.51594/gjabr.v3i3.120.

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This paper proposes an integrated framework for enhancing sales enablement through the adoption of advanced Customer Relationship Management (CRM) and analytics solutions. In the face of rapidly changing market conditions and increasingly sophisticated customer expectations, organizations need to empower their sales teams with the right tools to drive growth and customer satisfaction. This framework integrates cutting-edge CRM systems with powerful analytics tools to optimize sales processes, improve decision-making, and enhance customer engagement. The first component of the framework focuses

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Marakhina, I. V., and V. A. Parkhimenko. "Trends, Prospects and Staffing for Digital Marketing Transformation: from Internet Marketing to MarTech." Digital Transformation 29, no. 2 (2023): 5–12. http://dx.doi.org/10.35596/1729-7648-2023-29-2-5-12.

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The article substantiates the importance of ensuring the eﬃciency and competitiveness of the websites of Belarusian organizations in the context of the active development of the digital economy and internetization. The study showed that Belarus is characterized not only by the quantitative growth of organizations’ websites, but also by the growth of their functionality and complexity, in which more and more processes are automated, and users perform more and more actions online. In such conditions the implementation of the possibilities of digital marketing and web analytics, as well as a new

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Shahbandi, Mohammadali. "AI-Powered Predictive Analytics in Marketing: Trends, Challenges, and Future Directions." International Business & Economics Studies 7, no. 2 (2025): p1. https://doi.org/10.22158/ibes.v7n2p1.

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This article examines the significant role of artificial intelligence (AI) in transforming marketing strategies, highlighting its ability to enhance decision-making and consumer engagement through the extraction of valuable insights from complex datasets, thereby reducing uncertainty and improving precision in marketing efforts. It discusses the shift from predictive to prescriptive analytics, enabling brands to implement optimal marketing actions based on real-time data. The article also notes the expansion of AI marketing into various industries beyond e-commerce, such as healthcare and manu

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Paulraj, Balachandar. "Enhancing Data Engineering Frameworks for Scalable Real-Time Marketing Solutions." Integrated Journal for Research in Arts and Humanities 3, no. 5 (2023): 309–15. http://dx.doi.org/10.55544/ijrah.3.5.34.

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This report discusses improvements to the data engineering frameworks for cost-efficient real-time marketing environment, with the applications in mobile advertising and smart city analytics. The proposed framework combines the processing of time-series data with map-reduce (M-R) systems in order to compensate for inefficiencies in the execution of temporal queries and the processing of real-time data streams. It enables effective behavioral targeting in mobile marketing and helps integrate various domains’ real-time data for smart city utilization. Specific examples that illustrate further re

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Saurabh, Kumar. "The Role of A/B Testing in Advancing Marketing Analytics: A Systematic Approach." Journal of Scientific and Engineering Research 8, no. 12 (2021): 223–30. https://doi.org/10.5281/zenodo.13759099.

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 The increasing complexity of consumer behavior in the digital age has necessitated more sophisticated methods for evaluating marketing strategies. A/B testing has emerged as a powerful tool in marketing analytics, enabling data-driven decision-making through controlled experimentation. This paper explores the critical role of A/B testing in advancing marketing analytics, providing a systematic approach to designing, executing, and interpreting A/B tests. By comparing variations of marketing elements—such as email campaigns, website layouts, and product offerings—businesses ca

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Talha , Mr Mohd. "Optimizing Digital Marketing Campaigns using Artificial Intelligence (AI) and Social Media Analytics: A Comparative Study of Machine Learning Algorithms." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 03 (2025): 1–9. https://doi.org/10.55041/ijsrem42691.

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The evolution of digital marketing has been significantly influenced by advancements in Artificial Intelligence (AI) and Social Media Analytics (SMA). Businesses are leveraging AI-driven solutions to enhance customer engagement, optimize ad spending, and improve campaign effectiveness. This paper presents a comparative study of various Machine Learning (ML) algorithms applied in digital marketing campaigns. The study explores their predictive accuracy, scalability, and efficiency in processing social media data to generate actionable insights. By examining AI-driven methodologies, this researc

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Shyamakrishna Siddharth Chamarthy, Satish Vadlamani, Ashish Kumar, Om Goel, Pandi Kirupa Gopalakrishna, and Raghav Agarwal. "Optimizing Data Ingestion and Manipulation for Sports Marketing Analytics." Darpan International Research Analysis 12, no. 3 (2024): 647–78. http://dx.doi.org/10.36676/dira.v12.i3.128.

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In the dynamic landscape of sports marketing, the ability to effectively ingest and manipulate data is critical for driving decision-making and enhancing competitive advantage. This paper explores strategies for optimizing data ingestion and manipulation processes tailored to sports marketing analytics. We begin by analyzing the complexities of data sources, including social media, ticket sales, fan engagement metrics, and market trends. The diverse nature of these data streams necessitates robust ingestion frameworks that can accommodate real-time processing and historical data analysis. We p

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Jai Narayan Yadav. "Digital Marketing Replacing Traditional Marketing Methodologies in the New Era." European Economic Letters (EEL) 15, no. 2 (2025): 4637–40. https://doi.org/10.52783/eel.v15i2.3313.

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The rapid advancement of technology and the increasing dependence on digital platforms have transformed the marketing landscape. Traditional marketing methods such as print, radio, and television have been gradually overshadowed by digital marketing strategies, which offer more precise targeting, real-time data analytics, and cost-effective solutions. This article explores how digital marketing is replacing traditional marketing methodologies by providing businesses with enhanced reach, better engagement with consumers, and improved ROI. It also highlights the driving forces behind this shift,

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Divya, Chockalingam. "The Role of Privacy Concerns in Customer Data Analytics." Journal of Advances in Developmental Research 12, no. 1 (2021): 1–3. https://doi.org/10.5281/zenodo.15104169.

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Customer data analytics has become an integral part of modern businesses, allowing organizations to gain insights into consumer behavior, improve customer experience, and optimize marketing strategies. However, the increasing reliance on data analytics has raised significant privacy concerns among consumers. This paper explores the role of privacy concerns in customer data analytics, addressing key challenges, potential solutions, and their impact on businesses. It also examines the scope of privacy protection measures, and the ethical considerations associated with handling consumer data.

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Godbless Ocran, Samuel Omokhafe Yusuf, Peprah Owusu, Enis Agyeman Boateng, Sylvester Obeng Krampah, and Adedamola Hadassah Paul-Adeleye. "AI-driven business analytics for SMES: Unlocking value through predictive and prescriptive analytic." International Journal of Science and Research Archive 13, no. 1 (2024): 3009–22. http://dx.doi.org/10.30574/ijsra.2024.13.1.2001.

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Introduction: With an emphasis on predictive and prescriptive analytics, this study examines the revolutionary implications of AI-driven analytics on small and medium-sized organizations (SMEs). SMEs play a crucial role in the global economy and require advanced solutions to improve decision-making and operational efficiency. The research aims to explore how AI-powered analytics, particularly in predictive and prescriptive forms, can add value to SMEs by enhancing demand forecasting, customer behavior insights, and financial planning. To determine how AI-driven analytics might affect SMEs, a t

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Simran, Sethi. "Strategic Implementation of Marketing Mix Model Analytics for Data-Driven Decision Making: A Holistic View." International Journal of Leading Research Publication 5, no. 10 (2024): 1–9. https://doi.org/10.5281/zenodo.14945315.

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Marketing Mix Modeling (MMM): Even with the evolution of traditional and digital marketing, marketing mix modeling has remained an area of primary focus. The sophistication within the econometric and statistical aspect of modern MMM might be impressive, but there are still numerous organizational and practicality problems left unresolved, especially for the data teams that have to work with broken datasets, trust problems, and implement solutions. In this paper, I single out the most important strategic steps needed for the successful implementation of MMM in data research. It unpacks the cont

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Bukalo, Nadiia. "DIGITAL TECHNOLOGIES IN MARKETING ACTIVITY DIAGNOSTICS." Economic journal of Lesya Ukrainka Volyn National University 1, no. 41 (2025): 184–89. https://doi.org/10.29038/2786-4618-2025-01-184-189.

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Introduction. The article examines the interpretation of various foreign and domestic economic concepts of “marketing activity diagnostics” and “marketing digitalization”. It is considered the leading software for solving marketing tasks and performing marketing activity diagnostics. It studies how using modern digital platforms ensures the adoption of sound strategic decisions that increase companies' competitiveness. The purpose of the article. Consideration of interpretations by various foreign and domestic scientists of economic concepts: «diagnostics of marketing activities», «digitalizat

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Arvinder Kour Mehta. "AI-Powered Marketing Analytics for Predicting Consumer Purchase Behavior." Journal of Information Systems Engineering and Management 10, no. 17s (2025): 636–43. https://doi.org/10.52783/jisem.v10i17s.2785.

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This research examines machine learning systems that use predictive patterns from consumers to develop electronic marketing strategies. Using regression analysis along with classification algorithms as parts of predictive modeling techniques makes purchasing prediction outcomes more accurate when based on historical consumer data sets. Through logistic and multivariate regression models users can generate forecasts about future purchase numbers and values yet Random Forest and gradient-boosting classification algorithms identify groups of consumers based on projected buying activities. The eva

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Hutsaliuk, Oleksii, and Dzhavid Mirzoiev. "Formation of digital marketing tools in modern conditions." Actual problems of innovative economy and law 2025, no. 1 (2025): 50–53. https://doi.org/10.36887/2524-0455-2025-1-12.

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Digital marketing tools play a crucial role in the growth and transformation of creative industries, enabling businesses to adapt to evolving consumer behavior and technological advancements. This study explores the integration of AI, big data analytics, automation, and social media in marketing strategies, highlighting their impact on engagement, brand visibility, and customer retention. The iterative approach proposed in this research emphasizes continuous testing, analysis, and optimization of marketing efforts to enhance effectiveness and adaptability. Key focus areas include AI-driven per

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Son, Nguyen Van. "People Participating to State Management at The Local Level of Vietnam." Social Science and Humanities Journal 8, no. 09 (2024): 5169–73. https://doi.org/10.18535/sshj.v8i09.1300.

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Social marketing activities nowadays require modern approaches and solutions. Such instrument can be platform of metaverse. With metaverse approaches social marketing practitioners can address and tackle multiple social problems and causes existent in a set society or part of population. With its wide range of capabilities like content sharing, constant messaging and data-driven analytics the overall evaluation and assessment of a social problem or cause within a set target audience can be made in a smoother way. Still the right formulated communication pattern for resolution of the set social

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Krykun, V., and H. Mykytyuk. "MODERN TECHNOLOGIES FOR ANALYZING CONSUMER BEHAVIOR IN DIGITAL MARKETING." Bulletin of Taras Shevchenko National University of Kyiv. International relations, no. 1 (53) (2021): 36–41. http://dx.doi.org/10.17721/1728-2292.2021/1-53/36-41.

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The article examines current global trends in digital marketing, namely digital technologies such as hyperautomation, artificial intelligence, augmented and virtual reality, Internet of Behaviors, Big Data. Particular attention is paid to web analytics tools and the practice of their application in analyzing consumer behaviour in international business. Today, marketing is developing in the direction of technological and cognitive industries, it will develop IT solutions that allow companies to analyze large amounts of information in a short period, structure them and develop business strategi

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Gopalaswamy, Karthi. "Integrating Artificial Intelligence in Enterprise Architecture: Enhancing Cloud-Based Salesforce Solutions for Sales and Marketing Optimization." Journal of Artificial Intelligence General science (JAIGS) ISSN:3006-4023 8, no. 1 (2025): 66–79. https://doi.org/10.60087/jaigs.v8i1.344.

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The integration of Artificial Intelligence (AI) in Enterprise Architecture (EA) is transforming cloud-based Salesforce solutions, driving significant advancements in sales and marketing optimization. AI-powered tools, such as predictive analytics, natural language processing, and machine learning, enhance decision-making, customer relationship management, and sales forecasting. This paper explores how AI-driven capabilities improve enterprise-wide data management, personalization, and automation within Salesforce platforms. By leveraging AI, businesses can streamline workflows, enhance custome

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Eido, Warveen Merza, and Subhi R. M. Zeebaree. "Smarter Marketing with AI: How Cloud Technology is Changing Business." Asian Journal of Research in Computer Science 18, no. 4 (2025): 331–59. https://doi.org/10.9734/ajrcos/2025/v18i4623.

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The integration of Artificial Intelligence (AI) and cloud computing has revolutionized enterprise systems, particularly in predictive marketing. AI-powered enterprise solutions enable businesses to analyze vast amounts of data in real-time, enhancing decision-making, customer engagement, and operational efficiency. Predictive analytics allows companies to anticipate consumer behavior, refine marketing strategies, and optimize customer interactions. Cloud computing further supports AI-driven predictive marketing by providing scalable and cost-effective solutions that enhance data processing cap

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Zein Samira, Yodit Wondaferew Weldegeorgise, Olajide Soji Osundare, Harrison Oke Ekpobimi, and Regina Coelis Kandekere. "Development of an integrated model for SME marketing and CRM optimization." International Journal of Management & Entrepreneurship Research 6, no. 10 (2024): 3209–42. http://dx.doi.org/10.51594/ijmer.v6i10.1612.

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The development of an integrated model for optimizing marketing and customer relationship management (CRM) in small and medium-sized enterprises (SMEs) presents a crucial advancement in enhancing business competitiveness and customer engagement. This paper proposes a unified model that merges scalable software solutions for social media analytics with AI-driven CRM to provide a comprehensive framework for SMEs to enhance their marketing strategies and customer interactions. Social media platforms have become vital channels for customer outreach, engagement, and feedback, yet SMEs often face ch

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Singh, Alok. "Optimizing Retail Operations with AI-Driven Data Analytics." British Journal of Marketing Studies 13, no. 3 (2025): 72–84. https://doi.org/10.37745/bjms.2013/vol13n37284.

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This comprehensive article explores the transformative impact of artificial intelligence on retail operations, with a focus on data-driven strategies that optimize business performance. The article examines how AI technologies are revolutionizing inventory management through advanced demand forecasting and stock level optimization while enhancing customer experiences via personalized recommendations and targeted marketing initiatives. By investigating implementation methodologies, technological requirements, and potential challenges, the article provides retail executives and technology leader

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Dosumu, Omobolanle Omowunmi, Olugbenga Adediwin, Emmanuella Onyinye Nwulu, and Ubamadu Bright Chibunna. "Advanced Analytics in Sales Operations: A Conceptual Model for Optimizing Heat Pump Solutions in U.S. District Energy Markets." International Journal of Multidisciplinary Research and Growth Evaluation. 5, no. 1 (2024): 1467–80. https://doi.org/10.54660/.ijmrge.2024.5.1.1467-1480.

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The integration of advanced analytics in sales operations is transforming the district energy market, particularly in optimizing heat pump solutions in the United States. As energy efficiency and sustainability take center stage in addressing climate change, heat pump technologies have emerged as a critical solution in district energy systems. This conceptual model explores the application of advanced analytics in enhancing sales strategies, identifying market opportunities, and optimizing operational efficiency for heat pump solutions. The model emphasizes leveraging big data, predictive anal

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Mahendra Pudi. "Building a Cloud-Based Data Engineering Pipeline for AI-Powered Customer Analytics." International Journal of Scientific Research in Computer Science, Engineering and Information Technology 10, no. 6 (2024): 1482–93. https://doi.org/10.32628/cseit241061186.

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This article comprehensively examines implementing a cloud-based data engineering pipeline for AI-powered customer analytics in the retail sector. It explores the architecture of advanced analytics solutions, their implementation strategies, and their impact on modern retail environments. The article details the development of a sophisticated system architecture encompassing data integration, processing pipelines, and machine learning capabilities, along with best practices for data quality, security, and scalability. It demonstrates how cloud-based analytics platforms can significantly improv

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Cristescu, Marian Pompiliu, Dumitru Alexandru Mara, Lia Cornelia Culda, Raluca Andreea Nerișanu, Adela Bâra, and Simona-Vasilica Oprea. "The Impact of Data Science Solutions on the Company Turnover." Information 14, no. 10 (2023): 573. http://dx.doi.org/10.3390/info14100573.

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This study explores the potential of data science software solutions like Customer Relationship Management Software (CRM) for increasing the revenue generation of businesses. We focused on those businesses in the accommodation and food service sector across the European Union (EU). The investigation is contextualized within the rising trend of data-driven decision-making, examining the potential correlation between data science applications and business revenues. By employing a comprehensive evaluation of Eurostat datasets from 2014 to 2021, we used both univariate and multivariate analyses, a

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Danish, Fajer, Naeem Akhtar, and Muhammad Imran. "AI-Driven Personalization in Educational Marketing: A Framework for Enhancing Student Recruitment and Retention." Journal of Political Stability Archive 3, no. 2 (2025): 559–90. https://doi.org/10.63468/jpsa.3.2.33.

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Higher education universities require marketing knowledge to overcome growing student enrollment and retention issues in universities. This research examines how educational institutions perform in commercialization alongside studying AI customization effects on that area. In the study narrative literature review combined with secondary data analysis enabled researchers to create a conceptual framework which demonstrates how artificial intelligence tools should be applied for awareness, engagement, conversion, retention, and Advocacy phases. The study investigates three technological solutions

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V, Sailaja, Prasada Rao P, and Suryanarayana A. "Business intelligence and analytics: recent trends and benefits in retailing." Journal of Management and Science 6, no. 1 (2017): 11–26. http://dx.doi.org/10.26524/jms.2016.3.

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Today retailers are focussing on solutions oriented capabilities which create value and convert information into knowledge. While Business Intelligence (BI) provides a way of amassing data to find information primarily through asking questions, reporting, and online analytical processes,business analytics takes advantage of statistical and quantitative data for explanatory and predictive modelling. Business intelligence and analytics have emerged as principal tools that guide decisions and strategies for disciplines like marketing, research and development, customer care, credit and inventory

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Adedeji Adesoye. "Empowering small businesses through innovative marketing technologies: A blueprint for growth and competitiveness." World Journal of Advanced Research and Reviews 24, no. 3 (2024): 1696–713. https://doi.org/10.30574/wjarr.2024.24.3.3873.

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Small businesses are the backbone of the global economy but often face significant challenges in competing with larger enterprises, particularly in the digital age. This publication explores how innovative marketing technologies can empower small businesses to overcome these challenges, drive growth, and enhance customer engagement. By leveraging tools such as artificial intelligence (AI), customer relationship management (CRM) systems, social media analytics, and personalized marketing platforms, small businesses can transform their marketing strategies and achieve competitive advantage. The

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Adedeji, Adesoye. "Empowering small businesses through innovative marketing technologies: A blueprint for growth and competitiveness." World Journal of Advanced Research and Reviews 24, no. 3 (2024): 1696–713. https://doi.org/10.5281/zenodo.15196440.

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Small businesses are the backbone of the global economy but often face significant challenges in competing with larger enterprises, particularly in the digital age. This publication explores how innovative marketing technologies can empower small businesses to overcome these challenges, drive growth, and enhance customer engagement. By leveraging tools such as artificial intelligence (AI), customer relationship management (CRM) systems, social media analytics, and personalized marketing platforms, small businesses can transform their marketing strategies and achieve competitive advantage. The

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Adebanji Samuel Ogunmokun, Emmanuel Damilare Balogun, and Kolade Olusola Ogunsola. "The role of business analytics in enhancing revenue optimization and competitive advantage in e-commerce." Gulf Journal of Advance Business Research 3, no. 3 (2025): 952–63. https://doi.org/10.51594/gjabr.v3i3.121.

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In the rapidly evolving e-commerce landscape, businesses are increasingly relying on business analytics to optimize revenue and maintain a competitive advantage. This paper explores the role of business analytics in enhancing operational efficiency and driving strategic decision-making within the e-commerce sector. The study examines various analytical techniques, including predictive analytics, customer segmentation, and dynamic pricing strategies, which have been crucial in improving revenue optimization. It also delves into how these analytics tools contribute to gaining and sustaining comp

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GORODETSKIY, Yuriy. "THE FORMATION OF MARKETING MECHANISMS FOR MANAGING BUSINESS DEVELOPMENT BASED ON PREDICTIVE ANALYTICS." Management 35, no. 1 (2023): 67–75. http://dx.doi.org/10.30857/2415-3206.2022.1.6.

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BACKGROUND AND OBJECTIVES. Improving the operation of a commercial enterprise is an integral task of a growing business. In modern conditions of rapid global technological growth, systems of analysis and statistics come out on top in terms of efficiency. The introduction of a business management system through marketing and predictive analysis will allow you to stand out in a competitive environment and make the company more sustainable and competitive. The solutions currently available cannot solve the emerging business problems. These software solutions are often complex, require large amoun

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Septeanny, Putrisia, Brigita Meylianti Sulungbudi, and Franciskus Antonius Alijoyo. "Charting the course: embracing challenges and anticipating future trends in building AI capacity for marketing excellence in emerging markets." AMAR (Andalas Management Review) 8, no. 2 (2024): 44–64. https://doi.org/10.25077/amar.8.2.44-64.2024.

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The marketing landscape is undergoing a profound transformation with the emergence of artificial intelligence as a game-changer in driving innovation and customer engagement. Businesses are strategically integrating AI-powered solutions into their marketing decision-making to gain a competitive edge. Marketers are increasingly recognizing the immense potential of AI in enhancing their ability to identify competitors, understand customer preferences, and uncover valuable insights. The application of AI in marketing spans intelligent content generation, predictive analytics, personalized custome

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MANDYCH, Oleksandra, Tetiana KVIATKO, and Olena NAHOLIUK. "BUSINESS ANALYTICAL DEVELOPMENT TRENDS." Ukrainian Journal of Applied Economics 5, no. 1 (2020): 304–11. http://dx.doi.org/10.36887/2415-8453-2020-1-36.

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The article examines the impact of business intelligence on strategic decision-making by company executives. It was determined that the acceleration of information flows caused the need to introduce a change management system and the development of a new line of business intelligence. The results of the study are presented, which show that most of the business analytics are conducted in order to determine and check the effectiveness of decisions concerning the needs, goals and objectives of the business activities, already carried out by the company and the one planned. The main stages of the

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Kuzminov, Stefan K. "MARKETING IN MARKETS FOR GOODS AND SERVICES. MARKETING STRATEGIES AND MARKETING ACTIVITIES OF ECONOMIC ENTITIES." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 5/1, no. 158 (2025): 172–77. https://doi.org/10.36871/ek.up.p.r.2025.05.01.020.

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In the conditions of dynamically changing external environment and high competition, marketing becomes a key tool to ensure sustainable development of economic entities. This article is devoted to the study of marketing in the markets of goods and services with a focus on the development and implementation of marketing strategies. The purpose of the work is to analyze the actual approaches to the formation of marketing strategies, as well as to study the specifics of marketing activities of different types of economic entities – from small businesses to large corporations. The article consider

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SHREE, P. V. KRISHA. "Beyond Boundaries: Examining the Coming Together of AI and Marketing." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 01 (2024): 1–13. http://dx.doi.org/10.55041/ijsrem28394.

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The study examines artificial intelligence's (AI) place in marketing strategies, emphasising its potential uses, advantages, and commercial impacts. A more tailored approach is fostered by key artificial intelligence technologies including machine learning algorithms, natural language processing, and predictive analytics, which give marketers insights into consumer behavior, preferences, and trends. AI- powered solutions are transforming the consumer experience, encouraging interaction, and streamlining the conversion process. AI-driven tools ensure that advertisers precisely contact their tar

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Сак, Тетяна, Сергій Войтович та Інна Милько. "СУЧАСНІ ІНФОРМАЦІЙНІХ ТЕХНОЛОГІЇ В УПРАВЛІННІ МАРКЕТИНГОВИМИ ПРОЄКТАМИ". Economic journal of Lesya Ukrainka Volyn National University 2, № 42 (2025): 199–209. https://doi.org/10.29038/2786-4618-2025-02-199-209.

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Introduction. In today’s dynamic market environment—characterized by intense competition, business digitalization, and rapidly changing consumer needs—marketing has acquired new strategic significance. Effective management of marketing projects requires precise coordination, accurate planning, decision-making flexibility, and continuous market data analysis. Under these conditions, the application of modern information technologies (IT) becomes especially relevant as tools for enhancing the efficiency of marketing strategies and campaigns. The purpose of the article. The purpose of this articl

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Fuks, Kostiantyn. "MARKETING ACTIVITIES OF IT COMPANIES: INFORMATION AND ORGANISATIONAL CAPABILITIES FOR DIGITAL PRODUCT DEVELOPMENT." Green, Blue and Digital Economy Journal 1, no. 1 (2024): 22–30. http://dx.doi.org/10.30525/2661-5169/2024-1-4.

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The purpose of this article is to provide a comprehensive examination of the informational and organisational capabilities of marketing activities in the market for digital products and services. It highlights the importance of data analysis, web analytics and technology partnerships for success in the digital marketplace. It also examines modern organisational strategies to help IT companies effectively implement marketing initiatives and adapt quickly to changing business landscapes. Methodology. This article is based on a theoretical and methodological review of the existing scientific lite

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Ziyovuddinova, Xadichabonu, and Ashurbayev Omar. "THE ROLE OF CONTENT MARKETING IN BUILDING BRAND LOYALTY." Multidisciplinary Journal of Science and Technology 4, no. 12 (2024): 618–31. https://doi.org/10.5281/zenodo.14542907.

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Content marketing has therefore emerged as probably the most critical technique that is used to build brand awareness in the current world economy characterized by technological advancement. This article explores the degree and ways by which content marketing helps to build trust, affection and perpetuating customer relationships. It deepens into major aspects like the storytelling measurement, the role of transparency, the strategy concerning digital media touchpoints, and the practical ROI from content-oriented approach. Real-life case scenarios which the study provides evidence that customi

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Wang, Yinuo. "Big Data Analysis in Consumer Behavior: Evidence from the Retail, Healthcare, and Financial Services Industries." Advances in Economics, Management and Political Sciences 59, no. 1 (2024): 231–37. http://dx.doi.org/10.54254/2754-1169/59/20231127.

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As a matter of fact, big data analytics has quickly become one of the cornerstones of various industries such as retail, healthcare, and financial services. This study delves into the applications of big data analytics within various sectors, exploring how models such as AISAS, PDCA, and customer segmentation can assist organizations in crafting successful data-driven strategies. Based on case studies, it is found that retailers utilizing the AISAS model can significantly increase customer engagement and optimize marketing strategies, while healthcare organizations applying PDCA through big da

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Kulikowski, Konrad. "Defining analytical skills for human resources analytics: A call for standardization." Journal of Entrepreneurship, Management and Innovation 20, no. 4 (2024): 88–103. https://doi.org/10.7341/20242045.

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PURPOSE: Human resources (HR) analytics systems, powered by big data, AI algorithms, and information technology, are increasingly adopted by organizations to enhance HR’s impact on business performance. However, despite the widespread acknowledgment of the importance of “analytical skills” among HR practitioners in successfully implementing HR analytics systems, the specific nature of these skills remains unclear. This paper aims to address this ambiguity by firstly clarifying the concept of “analytical skills,” secondly identifying skill gaps that may hinder the effective utilization of compu

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Ashish Babubhai Sakariya, Chinmay Mukeshbhai Gangani and Laxmana Kumar Bhavandla, Yogesh Gadhiya. "The Synergy Between Marketing Strategies and IT Innovations in Enhancing Customer Experiences." Economic Sciences 20, no. 2 (2025): 435–44. https://doi.org/10.69889/94ryp321.

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This research paper explores the synergistic relationship between marketing strategies and information technology (IT) innovations in enhancing customer experiences. As businesses strive to remain competitive in an increasingly digital landscape, the integration of marketing approaches with cutting-edge IT solutions has become crucial.This paper investigates how this synergy could result in better general corporate performance, customer happiness, and loyalty.We evaluate the influence on marketing strategies of several technologies including artificial intelligence, big data analytics, and the

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Mohammad, Badruddoza Talukder, and Rani Das Iva. "The technology impacts and AI solutions in hospitality." i-manager's Journal on Artificial Intelligence & Machine Learning 2, no. 1 (2024): 56. http://dx.doi.org/10.26634/jaim.2.1.20291.

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With the help of technology and Artificial Intelligence (AI), the hospitality industry has undergone a considerable change that has affected both the guest experience and the efficiency of operations. Through chatbots and virtual assistants, AIdriven solutions have become essential for improving interactions with guests, making personalized suggestions, and making reservations easier. Predictive analytics, Robotic Process Automation (RPA), and facial recognition technologies have made operations more efficient by improving security, finding the best pricing strategies, and automating routine t

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Sumit Jain. "Unified Cloud ABM: Orchestrating personalized enterprise engagement through intelligent systems integration." World Journal of Advanced Engineering Technology and Sciences 15, no. 2 (2025): 2386–93. https://doi.org/10.30574/wjaets.2025.15.2.0798.

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This article examines the evolution and technological framework of cloud-based Account-Based Marketing (ABM) platforms, highlighting their transformative impact on enterprise sales strategies. Beginning with the historical development of ABM, the article explores the sophisticated architecture of modern platforms, including their integration capabilities with enterprise systems and complex data flow models. The article shows artificial intelligence applications within ABM, particularly machine learning algorithms for account prioritization, predictive analytics for content personalization, and

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Belozerov, Denis, and Nikolay Belyaev. "DEVELOPMENT OF END-TO-END MARKETING ANALYTICS FOR SAAS SOLUTIONS IN THE BUSINESS MARKET SEGMENT (B2B)." Bulletin of South Ural State University series "Economics and management" 12, no. 3 (2018): 131–39. http://dx.doi.org/10.14529/em180315.

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