A Review of the Literature on the Effects of Big Data and Machine Learning on Digital Transformation in Marketing

The purpose of this in-depth investigation is to investigate the considerable influence that machine learning (ML) and big data have had on the digital transformation that has occurred in the marketplace. Conventional, intuition-based marketing is being replaced by data-driven strategies that make use of real-time analytics and predictive modelling to enhance customer experience and operational efficiency. This paper reviews a variety of studies to demonstrate how these methods are replacing traditional marketing. Personalized marketing, dynamic strategy adjustments, and deeper customer behaviors insights have all become available as a result of the integration of these technologies, despite the fact that technology has also brought forth severe ethical and privacy concerns. It is discussed in the assessment that it is necessary to find a middle ground between taking into consideration these ethical concerns and making use of big data in order to achieve a competitive advantage. When everything is taken into consideration, the findings shed light on the revolutionary potential of Big Data and machine learning in marketing. They also advocate for responsible data governance and a paradigm shift towards methodologies that are more flexible, effective, and customer-focused.