Eco-Optimized Analytics: The Role of Green Algorithms in Driving Sustainable Marketing and Consumer Engagement

Abstract: As world awareness of climate change grows, the majority of industries are faced with the pressure of embracing green-friendly operations. The digital marketing industry, which is likely to be overlooked in this context, has a substantial role to play in energy use through activities such as processing data, analysing data, and running ad-serving systems. This study examines the possibilities of the implementation of green algorithms—computational algorithms that reduce energy usage and carbon footprint—into marketing analytics towards fostering environmentally friendly branding and consumer engagement. Empirical case studies, data analysis, and first-hand experience constitute the foundation of this study to offer evidence that not only do green algorithms and reduce environmental impact but also enhance marketing efficiency and brand authenticity. The study concludes with offering actionable suggestions to organizations interested in the implementation of eco-optimized analytics to their digital sustainability initiatives. Keywords: Green Algorithms, Eco-Optimized Analytics, Wilcoxon Signed-Rank Test