Integrated Marketing Communication and Data Analytics using Narrowband-based IoT and Big Data Model

Integrated marketing communication (IMC) is a platform for marketers to launch their product or service that meets those requirements and fosters long-lasting, mutually beneficial associations. IMC helps marketers understand company regulations and customer requirements. Determining customer preferences, attitudes, and behaviour patterns due to new technology, including the goods and services they use and the communication strategies they adopt, is an important area in studying IMC. an Assessment of Integrated Marketing Communication using machine learning (AIMC-ML) has been proposed in this research; therefore, important firm stakeholders should comprehend customers' behaviour and purchasing preferences. Feature extraction methods from data mining techniques can be employed to predict customers' shopping habits. This study proposes narrowband Internet of Things (NB-IoT) technology using big data to investigate marketing communication data analytics. Due to the simulation results with improved accuracy, reliability, and performance of 94.9%, research shows that our handheld interface offers useful solutions for network optimization, increasing market share, and increasing penetration rate.