Citation

Ong, Lee Yeng and Leow, Meng Chew (2025) Artificial Intelligence in Digital Marketing Analytics. In: The Smart Life Revolution. CRC Press, pp. 169-191. ISBN 978-104036402-4, 978-103283405-4

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Abstract

The integration of Artificial Intelligence (AI) into digital marketing analytics creates a new direction of consumer behaviour analysis to optimise marketing strategies using data-driven decision. Since then, AI-driven insights revolutionise customer engagement initiatives and advertising campaign effectiveness. This chapter covers three examples of customer segmentation framework to show the transformative impact of AI on digital marketing analytics. Firstly, the chapter describes the significance of customer segmentation using clustering technique in the context of digital marketing analytics, offering a comprehensive framework of improving customer engagement using web usage mining. Based on real-world case studies, it highlights how AI enables marketers to efficiently identify website engagement patterns from large datasets, enhancing their ability to tailor marketing strategies effectively. After that, the chapter explores the potential of applying AI technique to the traditional marketing model to better comprehend the customer decision-making process across different stages of the customer journey analysis. Through customer segmentation, marketers can assess the engagement levels of customers throughout their journey, offering a comprehensive mechanism for measuring advertising campaign effectiveness.

Item Type:	Book Section
Uncontrolled Keywords:	Consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	26 Jun 2025 07:30
Last Modified:	26 Jun 2025 07:30
URII:	http://shdl.mmu.edu.my/id/eprint/14110

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