DATA-DRIVEN MARKETING IN THE AGE OF ARTIFICIAL INTELLIGENCE

Dr. Raghava R. Gundala · Dr Pujari · Dr. G. VIJAYAKUMAR

Mar 2024 · Xoffencerpublication

About this ebook

In order to maximize the effectiveness of brand communication and propel the expansion of a company, data-driven marketing is a strategic strategy that makes use of consumer data. It entails gathering, analyzing, and making use of data from a variety of sources in order to obtain insights about the behavior, tastes, and trends of different types of customers. This information is then used to create marketing strategies, messaging, and campaigns to particular audiences, which ultimately results in marketing efforts that are more personalized and successful. The expansion of online platforms and the introduction of digital technology have both played a vital role in the development of data-driven marketing. Today's organizations have access to large volumes of data that are created by interactions with customers, activity on social media platforms, visits to websites, and other digital touchpoints. The abundance of data that is available to marketers gives them with important information on the demographics, interests, purchasing history, and online activity of their target audience population. The use of data has evolved into an essential component of successful marketing campaigns in this era of digital technology. The use of data-driven marketing completely transforms the method in which firms comprehend and interact with their clientele clients.[1] Businesses have the ability to get significant insights into the behavior, tastes, and trends of their customers by using the power of data analytics. This introduction serves as a doorway to explore the ideas, practices, and advantages of data-driven marketing. It gives organizations the ability to harness data to drive growth, improve customer connections, and maintain a competitive advantage in a market that is highly competitive. We invite you to accompany us on a trip into the realm of data-driven marketing, where each click, interaction, and transaction holds the key to unlocking new possibilities and driving success. Now that we have a better understanding of data-driven marketing, we will investigate the ways in which companies may efficiently gather, analyze, and make use of data in order to personalize their marketing efforts.

About the author

Dr. Raghava R. Gundala is an Associate Professor of Marketing at the University of Wisconsin-Parkside, USA, and a Visiting Professor at Arthur Lok Jack Global School of Business, Mt. Hope, Trinidad and Tobago. Dr. Gundala currently teaches graduate and undergraduate courses in marketing. His research interests are teaching and learning in marketing, emphasizing student-centered teaching strategies, Global Marketing, Marketing Strategy, Consumer Behavior, and New Product Development.

Dr Pujari is Senior Lecturer in Marketing. He is a Senior Fellow of the Higher Education Academy (UK), and a Fellow of the Chartered Institute of Marketing (UK). He holds a PhD in Marketing, PGCHE (UK). He is UGC Net and APSLET qualified. Dr Pujari has over thirty years of experience within industry and academia. He has authored and co-authored books, academic articles, and papers in conferences. He currently teaches Services Marketing, Marketing Communication, and Consumer Psychology. His other teaching areas and interests are Retail Marketing, Consumer Behaviour, Sales Management, Global Cross-Cultural Marketing and Social Media Marketing.

Dr. G. VIJAYAKUMAR., M.Com., M.Phil., M.B.A., Ph.D., currently working as an Associate Professor of Commerce, Sir Theagaraya College, Chennai-600 021 (Affiliated to University of Madras). He has over two decades of teaching experience in under-graduation and post-graduation. He has produced 13 Ph. D.s, and six are under-going. His area of specialization is Marketing and Human Resource management. His papers have been published in SSCI, ABS, and ABDC-listed journals.