1 Information Technology & Management, University of Texas, Dallas, USA.
2 Independent Researcher, UK.
3 Dangote Sugar Refinery Plc, Lagos, Nigeria.
4 Spacepointe Limited, Rivers State, Nigeria.
5 Department of Accounting, Ignition Ajuru University of Education, Rivers State, USA.
Review Article
World Journal of Advanced Research and Reviews, 2024, 21(02), 073-084
Article DOI: 10.30574/wjarr.2024.21.2.0395
Received on 14 December 2023; revised on 01 February 2024; accepted on 03 February 2024
Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Data, enabling marketers to extract actionable insights, identify trends, and make informed decisions. The integration of AI further enhances these capabilities, automating processes and offering predictive analytics for more targeted and personalized marketing strategies. The paper delves into various strategies employed in Digital Marketing Analytics, encompassing data collection, analysis, and interpretation. It discusses the significance of real-time analytics in responding promptly to market changes, optimizing campaigns, and enhancing customer experiences. Additionally, the review addresses the ethical considerations surrounding data privacy and the responsible use of AI in marketing practices. The synergy between Big Data and AI is explored as a catalyst for innovation in digital marketing. Strategies such as machine learning algorithms for customer segmentation, sentiment analysis, and predictive modeling are examined for their potential to revolutionize marketing effectiveness. Moreover, the paper highlights the evolving role of analytics in measuring the return on investment (ROI) of digital marketing initiatives. This review provides insights into the evolving landscape of Digital Marketing Analytics, emphasizing the strategic importance of leveraging Big Data and AI. Businesses that embrace these technologies stand to gain a competitive edge by unlocking valuable insights, optimizing marketing efforts, and staying agile in response to dynamic market conditions.
Digital Marketing Analytics; Big Data; Artificial Intelligence; Machine Learning; Predictive Analytics; Personalization; Real-Time Analytics; Data Privacy; Ethical Considerations; Future Directions.
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Rhoda Adura Adeleye, Kehinde Feranmi Awonuga, Onyeka Franca Asuzu, Ndubuisi Leonard Ndubuisi and Tula Sunday Tubokirifuruar. Digital marketing analytics: A review of strategies in the age of big data and AI. World Journal of Advanced Research and Reviews, 2024, 21(2), 073-084. Article DOI: https://doi.org/10.30574/wjarr.2024.21.2.0395