The challenges and opportunities of implementing predictive analytics in marketing strategies and e-commerce personalisation techniques

This study investigates predictive analytics in the Jordanian context and analyse the difficulties organisations face when seeking to implement predictive data analysis. This study employs a sequential exploratory mixed-methods design. Qualitative data were first collected through in-depth interviews with 25 industry experts, who found obstacles such as the quality of data, problems in integrating systems, and related ethical issues. However, the rewards such as augmented customer engagement continue to outweigh these hurdles. Building on these qualitative insights, a quantitative survey was conducted with a larger sample of 251 business professionals across various sectors in Jordan. The quantitative findings confirmed the qualitative analysis, showing that each of these perceived challenges and opportunities has a statistically significant effect on implementing predictive data analysis. The integration of qualitative and quantitative results highlights the need for an airtight tech stack, integrated teamwork, and unceasing staff education.