DATA-DRIVEN DECISIONS: HOW ANALYTICS IS RESHAPING MARKETING STRATEGY

ABSTRACT AI and Machine Learning (ML) are core technological drivers, restructuring strategic planning and enabling high-level hyper-personalization through predictive analytics. These technologies significantly boost performance, efficiency, and real-time insights across various business functions. Data analytics is perceived to have a high or moderate influence on strategy. Key application areas include Customer segmentation and Campaign performance analysis, with ROI and Conversion rate cited as the most important metrics. However, successful implementation is heavily constrained by critical challenges such as the Lack of skills or training, Budget constraints, and Poor data quality. Successful strategies resulting from analytics tend to be more customer-focused and drive increased efficiency. Keywords: essential for indexing and describing the content of your research paper review, "Data- Driven Decisions: How Analytics is Reshaping Marketing Strategy." They are drawn from the core concepts, technologies, and challenges identified in the literature and empirical data:  Data-Driven Decision Making (DDDM)  Marketing Strategy  Big Data Analytics  Artificial Intelligence (AI)  Machine Learning (ML)  Personalization / Hyper-personalization  Customer Segmentation  Return on Investment (ROI)  Ethical Considerations / Algorithmic Bias  Data Privacy / Privacy Concerns  Skills Gap / Lack of skills or training