THE ROLE OF BUSINESS ANALYTICS IN MARKETING STRATEGIES
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Abstract: THE ROLE OF BUSINESS ANALYTICS IN MARKETING STRATEGIES
This study investigates the role of business analytics in shaping effective marketing strategies and enhancing customer engagement within organizations. The objectives include assessing how analytics tools and techniques contribute to market segmentation, consumer behavior analysis, and campaign performance measurement. A survey research design is adopted to collect quantitative data from 250 participants using the Taro Yamane formula to ensure a representative sample. The case study focuses on a consumer goods company in Port Harcourt, Nigeria, recognized for its data-driven marketing approach. The reliability coefficient score, measured through internal consistency checks, is 0.87, indicating strong reliability of the research findings. Findings suggest that business analytics enable marketers to gain valuable insights into consumer preferences, optimize marketing spend, and personalize customer interactions. The study recommends that organizations invest in advanced analytics platforms, integrate data from multiple sources for comprehensive insights, and prioritize data privacy and ethics in marketing practices to enhance customer satisfaction and achieve competitive advantage in dynamic market landscapes.
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