Affiliation:
1. ERMA Research Laboratory, University Tunis El Manar, Tunisia
Abstract
Data-driven marketing (DDM) is a marketing approach using AI technologies to optimize marketing activities intended to deliver value to customers. It involves collecting and analyzing huge amounts of data both structured and unstructured in order to better understand the market and respond effectively to specific customer needs. DDM thus allows marketers to offer a personalized customer experience and develop a privileged and lasting relationship with their customers. That being said, this chapter aims to develop a structured approach to guide brand managers who wish to develop a loyalty strategy based on data. It also aims to raise awareness of the challenges linked to the use of big data for marketing purposes. Useful recommendations are also developed to help these managers overcome these challenges and improve data quality and security for effective business decision-making.