Enhancing Customer Journey Intelligence: A Unified Framework for 360 - Degree Analytics Using Generative AI

Shamnad Mohamed Shaffi

Abstract: The marketing analytics landscape is being transformed by the convergence of Generative AI and Advanced Attribution Models. Generative AI enables the creation of unique, personalized content, revolutionizing customer engagement and campaign optimization [3 - 6]. Advanced Attribution Models provide unprecedented insights into the complex customer journey, tracking the impact of touchpoints and channels on conversion rates [7 - 10]. This article explores the integration of these cutting - edge technologies, demonstrating how organizations can harness their synergies to drive measurable improvements in marketing performance [1 - 2]. Through case studies and analysis, the study examines the practical applications, challenges, and strategic implications of this transformative approach [11 - 12]. The findings offer valuable insights for practitioners, data scientists, and leaders, providing a roadmap to leverage Generative AI and Advanced Attribution Models to revolutionize marketing strategies, enhance customer experiences, and achieve sustainable growth in the digital age [1 - 2].

Keywords: Generative AI, Advanced Attribution Models, Marketing Analytics, Customer Engagement, Campaign Optimization, Digital Marketing

How to Cite?: Shamnad Mohamed Shaffi, "Enhancing Customer Journey Intelligence: A Unified Framework for 360 - Degree Analytics Using Generative AI", Volume 14 Issue 2, February 2025, International Journal of Science and Research (IJSR), Pages: 635-640, https://www.ijsr.net/getabstract.php?paperid=SR25210113419, DOI: https://dx.doi.org/10.21275/SR25210113419