A Study on The Use Of Marketing Analytics In Modern Business Practices

Abstract

This study explores the progressive development of marketing analytics in both academic research and industry practice, emphasizing its growing role in enhancing data-driven decision-making across modern organizations. The analysis indicates that firms are increasingly leveraging advanced analytical tools such as predictive modeling, customer behavior insights, segmentation intelligence, and performance dashboards to refine their marketing strategies and allocate resources more effectively. Additionally, the study highlights the influence of emerging technologies, including artificial intelligence, automation systems, machine-learning-based forecasting models, and real-time analytical platforms, all of which are transforming marketing operations and improving managerial decision-making. Collectively, the findings suggest that marketing analytics is becoming an essential component of strategic planning, enabling organizations to achieve greater precision, operational efficiency, competitive advantage, and deeper levels of customer engagement.