PREDICTIVE ANALYTICS IN BIG DATA: REVOLUTIONIZING MARKETING STRATEGIES AND CONSUMER INSIGHTS

Abstract

The introduction of big data analytics has disrupted the marketing industry and provided businesses with relevant opportunities to uncover consumer behavior and maximize their marketing plans. One element in this transformation is predictive analytics, which uses more advanced (in the model sense) machine learning models, which can give actionable insights into customer preference and even forecast tendencies in the future. This paper is based on the use of predictive analytics in the context of big data and the domain of marketing, and it is important to note how predictive analytics can increase consumer targeting efforts, customer segregation, and decision-making. Using artificial intelligence (AI) algorithms and machine learning models, including decision trees, neural networks, and regression models, the corporate world has become able to predict consumer behavior with significant precision and therefore with more personal and productive marketing campaigns. Important trends show that predictive analytics have the capacity to result in significant retention and acquisition of new customers, not forgetting the value of high returns on investment (ROI). Paper ends by reviewing the possible obstacles and future directions of the area, such as the necessity of taking data privacy into account and persistent development of analytical models.

Keywords : Predictive analytics, Big data, Marketing strategy, Consumer vision, machine learning, data-driven

decision, consumer behavior