The Role of Big Data Analytics in Shaping Strategic Marketing Strategies in the Digital Age

Abstract

This study explores the role of big data analytics in shaping strategic marketing strategies in the digital age across diverse global contexts. It begins with a comprehensive overview of strategic marketing strategies employed by notable companies in the USA, Sweden, Canada, Europe, and Africa, showcasing the adaptability and context specificity of these approaches. Subsequently, the study delves into the concept of big data analytics, highlighting its significance in deciphering patterns and deriving insights from vast datasets. Key applications of big data analytics in strategic marketing, such as consumer insights extraction, targeted campaigns, personalized marketing, and real-time decision-making, are discussed through examples from companies like Amazon, Netflix, and Walmart. The study emphasizes the transformative impact of big data analytics on marketing metrics, including customer satisfaction, market share, and overall effectiveness. While recognizing the ethical considerations associated with data privacy, the study concludes by addressing the gaps in existing literature and proposes avenues for future research. The findings contribute to theoretical advancements, practical insights for marketing professionals, and policy recommendations for responsible big data usage.