In the digital era, businesses are increasingly leveraging big data to drive hyper-targeted marketing campaigns, enabling precise audience segmentation and personalized engagement. This study explores the mechanisms, benefits, and ethical concerns surrounding the use of big data from a company’s perspective. It examines how advanced analytics, artificial intelligence, and predictive modeling empower organizations to tailor marketing efforts, optimize resource allocation, and enhance customer experience. Through case studies of industry leaders such as Netflix, Amazon, Spotify, and Coca-Cola, the research highlights real-world applications of big data in consumer behavior analysis, content recommendations, and product innovation. Additionally, the study addresses consumer privacy concerns, emphasizing the need for ethical data governance and transparency in marketing practices. The findings underscore the dual impact of big data: while it offers significant business advantages, maintaining consumer trust requires responsible data usage and compliance with privacy regulations. The study concludes that companies must strike a balance between data-driven personalization and ethical considerations to sustain long-term customer loyalty and competitive advantage in the evolving digital landscape.
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- Citation du texte
- M. Arul Jothi (Auteur), 2024, The Role of Big Data in Hyper Targeted Campaigns, Munich, GRIN Verlag, https://www.grin.com/document/1582641
