Digital Marketing Analytics and Consumer Behavior Insights

Abstract

The rise of big data has revolutionized digital marketing. This study investigates how firms use analytics tools to understand consumer behavior and improve marketing ROI. Data from 1,000 companies across North America and Europe indicate that predictive analytics, customer segmentation, and A/B testing increase conversion rates, engagement, and customer retention. Challenges include data privacy, integration across platforms, and skills shortages. The research emphasizes that combining analytics with strategic decision-making allows firms to tailor marketing campaigns effectively, bridging the gap between technology and business strategy.