Big Data Analytics in Personalized Marketing
The study examines how businesses use big data analytics to revolutionize personalized marketing through real-time hyper-targeted content delivery and recommendations based on individual consumer preferences. The research highlights how companies use advanced technologies including machine learning and artificial intelligence to convert massive volumes of structured and unstructured data into actionable insights. Through a mixed-methods approach which combines case studies and literature analysis the study examines applications across e-commerce, hospitality, and healthcare industries. Data-driven approaches used by Amazon, Netflix, Sephora, and Walmart show how these companies achieve better customer engagement and operational efficiency while retaining their customers. Big data-powered personalized marketing leads to increased consumer satisfaction and stronger brand loyalty according to research findings. Data integration difficulties alongside scalability issues and privacy concerns persist as major challenges. To minimize algorithmic bias and maintain compliance with regulations researchers suggest implementing strong data governance frameworks alongside ethical AI practices. The study reveals that hyper-personalization along with voice-driven AI and privacy-first personalization will serve as transformative drivers in shaping future marketing strategies. The paper's final assessment states that organizations striving for adaptive, ethical personalized marketing strategies in the digital era must utilize big data analytics as an essential tool.
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Metadata
| Work Title | Big Data Analytics in Personalized Marketing |
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| License | CC BY-NC-ND 4.0 (Attribution-NonCommercial-NoDerivatives) |
| Work Type | Masters Culminating Experience |
| Sub Work Type | Scholarly Paper/Essay (MA/MS) |
| Program | Information Systems |
| Degree | Master of Science |
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| Publication Date | April 2025 |
| DOI | doi:10.26207/8ja1-nj70 |
| Deposited | April 23, 2025 |
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