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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.
Chen Sun (Thu,) studied this question.