Research on Data-driven Marketing Strategy Optimization

DOI: https://doi.org/10.62517/jbm.202409224

Author(s)

Sun Jihua, Shi Lin

Affiliation(s)

Nanjing Audit University Jinshen College, Nanjing, Jiangsu, China

Abstract

With the rapid development of information technology and the advent of the big data era, data-driven marketing strategy optimization has gradually become an important means for enterprises to improve market competitiveness and efficiency. This study aims to explore how to optimize marketing strategies through data-driven methods to achieve market precision and personalization. Firstly, the study reviews the theoretical foundation and related research achievements of data-driven marketing strategy optimization. Secondly, through the collection and analysis of market data, machine learning and data mining techniques are applied to uncover potential market segments and consumer preferences. Then, personalized marketing strategies are developed in conjunction with the market environment and the characteristics of the enterprise, followed by practical marketing implementation. Finally, the effectiveness and feasibility of data-driven strategy optimization are validated through the evaluation and adjustment of marketing strategies. The results of the study demonstrate that data-driven marketing strategy optimization can help enterprises better understand market demands, enhance market competitiveness, and achieve precision marketing and personalized services.

Keywords

Data-Driven; Marketing; Strategy Optimization; Personalization; Precision

References

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