Métodos Estatísticos Multivariados Aplicados ao Marketing e Comportamento do Consumidor

Abstract This article explores the growing importance and application of multivariate statistical methods in the field of marketing and consumer behavior, particularly in the context of the rise of Artificial Intelligence (AI). We analyze how AI, powered by advanced data analysis techniques, leverages multivariate approaches to extract actionable insights from large volumes of data, optimize marketing strategies, and predict consumer behavior. The contributions of several studies will be discussed, which, although not always explicitly focused on multivariate statistics, demonstrate AI’s intrinsic reliance on these methodologies to achieve its goals in marketing.