International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


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Research Paper | Information Technology | United States of America | Volume 12 Issue 10, October 2023 | Rating: 5.2 / 10


Harnessing the Power of Data Analytics in Marketing: Driving Customer Engagement and ROI

Raghavendr Rao Sangarsu [4]


Abstract: In today's digital era, data has garnered immense value, akin to the significance of oil in the industrial age. This article explores the pivotal role of data analytics in modern marketing, shedding light on its potential to enhance both customer engagement and return on investment ROI. With the shift from universal marketing strategies to personalized experiences, data analytics has become the linchpin for businesses aiming to meet evolving consumer expectations. Through the examination of customer data, segmentation, behavioral insights, and resource allocation, marketers can craft highly targeted campaigns, optimize customer journeys, and ultimately elevate engagement rates. Moreover, data analytics aids in maximizing ROI by identifying high-performing strategies, conducting AB testing, and estimating Customer Lifetime Value CLV. The article also emphasizes best practices for data-driven marketing, including data quality, privacy compliance, cross-functional collaboration, continuous learning, and an iterative approach. In conclusion, data analytics in marketing is no longer a luxury but a necessity, offering a competitive edge to those who can harness its power to connect with customers, anticipate their needs, and deliver resonating experiences in the digital age.


Keywords: Data Analytics, Customer Engagement, Return on Investment, Personalization, Segmentation


Edition: Volume 12 Issue 10, October 2023,


Pages: 1158 - 1159


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