Leveraging Big Data and AI for Optimizing Digital Marketing Strategies: A Data-driven Approach

In this paper, the author discusses how big data and AI can improve the rate of conversion, engagement, and ROI in digital marketing through ’big data’ techniques in improving the effectiveness of the marketing mix. In this study, by counting and comparing campaigns from different industries, the researcher establishes that three strategies facilitated by AI have a positive impact on marketing- predictive analytics, real time personalization and segmentation. Findings further show that some industries such as e-commerce and the financial industry benefit most from these technologies, yet in other areas like the healthcare industry, regulatory issues prevent substantial results. The insights reveal how embedding of AI in the digital marketing strategy give companies a competitive advantage while the aspects of ethics such as data protection cannot be overlooked. Finally, the research study calls attention to the role of AI and big data in developing better, engaging, and relevant digital marketing solutions.