Authors : Dr. K. Gowrisankar; K. Jenny Meshaiah; K. Thrived; T. Mohammad Saif Sohel; A. Vishnu Vardhan

Volume/Issue : Volume 10 - 2025, Issue 2 - February

Google Scholar : https://tinyurl.com/23d5x8xk

Scribd : https://tinyurl.com/3xfbv8d7

DOI : https://doi.org/10.5281/zenodo.14937082

Abstract : In the modern digital world, the abundance of data collection has fundamentally reshaped how businesses devise and implement marketing strategies. This study investigates the transformative role of big data analytics in influencing marketing approaches across various industries. Through an in-depth review of existing literature and real- world case studies, it explores the essential components and practical methodologies for incorporating big data analytics into marketing efforts. Key focus areas include the processes involved in data acquisition, preprocessing, and analysis, with particular emphasis on the value of personalized marketing campaigns and the ability to make real-time, data- driven decisions. The study also discusses critical aspects such as attribution modeling, customer journey mapping, and the measurement of return on investment (ROI), showcasing how these factors are integral to optimizing marketing strategies through big data insights. In addition to its operational benefits, the research highlights the importance of adhering to data privacy regulations and ethical considerations in marketing practices. By synthesizing theoretical frameworks and actionable insights, this paper provides businesses with guidance on leveraging big data analytics to make informed marketing decisions, improve customer engagement, and secure a sustainable competitive edge in a rapidly evolving market landscape.

Keywords : Big Data Analytics, Marketing Strategy, Data Collection, Real-Time Decision-Making, Ethical Marketing.

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