Impact of Predictive Business Analytics on Digital Marketing Performance
DOI:
https://doi.org/10.64882/ijrt.v5.i1.759Keywords:
Predictive Business Analytics, Digital Marketing, Marketing Performance, Customer Behavior PredictionAbstract
Predictive Business Analytics has become an effective instrument of improving digital marketing efficiencies in a more competitive and data-rich business climate. This paper discusses the relevance of predictive analytics methods to make use of past and current data to predict consumer behavior, optimize marketing campaigns and enhance decision-making processes across the digital platform. Through customer interaction trends, customer online browsing behavior, customer purchase patterns and engagement indicators, predictive analytics helps marketers to understand or predict customer needs, tailoring marketing messages and resource allocation to be more effective. The paper notes that predictive analytics helps to increase campaign efficiency because it improves targeting accuracy, lowers customer acquisition costs and improves conversion rates. Moreover, the assimilation of predictive analytics into the digital marketing approach helps in the proactive planning, measurement of performance and ongoing optimization. The paper recommends that predictive business analytics is important in making digital marketing a strategic performance-oriented rather than a reactive operation that creates quantifiable business value and sustainable competitive advantage.
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