MARKETING ANALYTICS:USING DATA TO INFORM MARKETING DECISIONS

Author: PARIMALAGANDHI.K and M.D. Paras raj

Published On: 2025-04-24

In today’s dynamic and data-driven marketplace, effective marketing decisions are increasingly reliant on analytics. Marketing analytics refers to the practice of measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize return on investment (ROI). This paper explores how data is used to inform strategic marketing decisions, from customer segmentation and targeting to campaign optimization and performance measurement. By leveraging various analytical tools and techniques—such as predictive modeling, A/B testing, and customer lifetime value analysis—marketers can gain actionable insights into consumer behavior, market trends, and campaign outcomes. The integration of big data, machine learning, and real-time analytics further enhances decision- making capabilities. This abstract emphasizes the critical role of marketing analytics in driving business growth, improving customer engagement, and creating data-informed strategies in an increasingly competitive environment.