RITIKA JUNEJA. The Role of Business Analytics in Understanding Consumer Behavior and Enhancing Marketing Strategies. International Journal of Research & Technology, [S. l.], v. 6, n. 1, p. 22–32, 2018. DOI: 10.64882/ijrt.v6.i1.762. Disponível em: https://ijrt.org/j/article/view/762. Acesso em: 12 feb. 2026.