Data Analysis of Customer Segmentation and Personalized Strategy in the Era of Big Data

Chen Sun

doi:10.54254/2754-1169/92/20231411

Research Article

Open access

Published on 20 June 2024

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Sun,C. (2024). Data Analysis of Customer Segmentation and Personalized Strategy in the Era of Big Data. Advances in Economics, Management and Political Sciences,92,46-52.

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Data Analysis of Customer Segmentation and Personalized Strategy in the Era of Big Data

Chen Sun *^,1,

¹ Department of Economics and Management, Zhicheng College, Fuzhou University, Fuzhou,350000, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/92/20231411

Abstract

This article provides an overview of the use of data analytics for customer segmentation and personalization in marketing strategies. The article reviews the various approaches, advantages and challenges of using data analytics to gain insights into customer behavior and preferences. The paper also discusses the role of emerging technologies in improving data analytics capabilities for effective segmentation and personalization by examining a large body of literature. In this work, I have compiled this review by understanding and delving into the changing evolution of the traditional retail industry in the digital marketing era, the application of data analytics in modern marketing, and the impact of novel technologies such as artificial intelligence in informing strategic marketing decisions such as market segmentation and customer segmentation, and improving the efficiency of operations management. The results of the review highlight the importance of using data-driven approaches to shape modern marketing practices and provide practical insights for companies aiming to optimize customer engagement and maximize profits.

Keywords

data analysis, customer segmentation, personalization, marketing strategies

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References

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Cite this article

Sun,C. (2024). Data Analysis of Customer Segmentation and Personalized Strategy in the Era of Big Data. Advances in Economics, Management and Political Sciences,92,46-52.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://2023.icftba.org/

ISBN：978-1-83558-483-5(Print) / 978-1-83558-484-2(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.92

ISSN：2754-1169(Print) / 2754-1177(Online)

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