Decoding Gen Z: Marketing Analytics For The Next Generation Of Consumers

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Marketing analytics enhances understanding of Generation Z's purchase triggers, fostering stronger consumer loyalty.
Advanced methods like big data and predictive models yield insights into the digital behaviors of Generation Z consumers.
The study leverages case vignettes from global brands to demonstrate the effectiveness of analytics in customer engagement.
Findings emphasize the importance of personalization and authenticity in marketing strategies aimed at Generation Z.

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Analysis reveals how marketing analytics shapes consumption trends in Generation Z, suggesting strategies for engagement.

Koluguri et al. (2025) studied this question.

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