Enhancing Marketing Strategies Through Big Data-Driven Customer Journey Mapping: An Analysis Using Machine Learning Algorithms

Big data analytics is becoming more important in marketing today. This tool helps companies understand market trends so that they can develop targeted campaigns. In this assignment, we are required to examine how the application of big data analytics can help marketers understand the behavior of their customers and develop an effective marketing campaign. This research paper contains a detailed analysis of consumer interactions on digital platforms using advanced machine learning algorithms like Gradient Boosting Machines and Random Forests. The author employed these models to derive insights from large data sets. The goal is to understand how the use of large amounts of data in tracking customer behavior can improve marketing strategies. The research of this study included an in-depth examination of both the organized and disorganized consumer information data. By utilizing predictive models, the research can accurately forecast customer behavior. The GBM model showcased remarkable performance in foretelling customers' purchase behavior, realizing a phenomenal accuracy rate of 94.39%. Furthermore, by using K-means clustering to group consumers based on their behavior, marketers could develop better marketing strategies. This article provides a lot of useful information about digital marketing and the use of vast amounts of data to analyze it. This statement means that companies give great importance to data analytics to make better marketing decisions. This research serves as a foundational element for subsequent investigations and provides an avenue for further scrutiny regarding the integration of additional data and the enhancement of machine learning algorithms. Over time, this will facilitate a more precise comprehension of the preferences and conduct of our clientele. This study underscores the significance of big data in contemporary marketing strategies, given the escalating digitization of the world.