Predictive Analytics in Marketing: Contribution to Marketing Performance

Ali Muhajir

doi:10.62207/0qan8b95

Authors

Ali Muhajir Universitas Islam Darul 'ulum Author

DOI:

https://doi.org/10.62207/0qan8b95

Keywords:

Predictive analysis, marketing decision making, consumer behavior prediction, brand equity, brand attachment, self-concept, value perception, social psychology theory, destination image, sustainability, marketing practices, predictive marketing algorithms.

Abstract

This systematic literature review explores predictive analytics in marketing decision making and its relationship to key concepts in consumer behavior prediction. Drawing on established theories and empirical studies, this study explores the influence of customer-based brand equity, brand attachment, self-concept, perceived value, and other variables on consumer purchasing behavior and intentions. Additionally, this study investigates the impact of social psychology theory, destination image, sustainability in marketing, and marketing practices that align with consumer values on satisfaction, engagement, loyalty, and long-term relationships with brands. Apart from that, this study also tests the effectiveness of predictive marketing algorithms in improving marketing and sales performance. These findings emphasize the importance of integrating consumer-centric approaches and predictive analytics in forming successful marketing strategies and achieving desired results in today's competitive market landscape.

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