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Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation

Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation

Nino Tchanturia, Rusudan Dalakishvili
Copyright: © 2024 |Pages: 20
ISBN13: 9798369312315|ISBN13 Softcover: 9798369345511|EISBN13: 9798369312322
DOI: 10.4018/979-8-3693-1231-5.ch003
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MLA

Tchanturia, Nino, and Rusudan Dalakishvili. "Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation." Contemporary Trends in Innovative Marketing Strategies, edited by Belem Barbosa, IGI Global, 2024, pp. 71-90. https://doi.org/10.4018/979-8-3693-1231-5.ch003

APA

Tchanturia, N. & Dalakishvili, R. (2024). Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation. In B. Barbosa (Ed.), Contemporary Trends in Innovative Marketing Strategies (pp. 71-90). IGI Global. https://doi.org/10.4018/979-8-3693-1231-5.ch003

Chicago

Tchanturia, Nino, and Rusudan Dalakishvili. "Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation." In Contemporary Trends in Innovative Marketing Strategies, edited by Belem Barbosa, 71-90. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-1231-5.ch003

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Abstract

Amidst swiftly evolving consumer behaviors and environmental concerns, businesses must innovate marketing strategies sustainably. This chapter delves into the role of data analytics and marketing intelligence in driving such innovation. It begins by elucidating the contemporary marketing landscape shaped by digitalization, globalization, and environmental consciousness. The narrative navigates the multifaceted realm of data analytics, big data, machine learning, and predictive analytics to gain insights into consumer behavior and preferences. Marketing intelligence's centrality is underscored, emphasizing real-time, actionable data for decision-making in the fast-paced marketing environment. The chapter explores the synergy between data analytics, marketing intelligence, and sustainability, illustrating how organizations can align strategies with sustainability goals. The chapter emphasizes the transformative potential of data-driven insights in addressing marketing challenges responsibly, contributing to a more sustainable future for businesses in today's dynamic landscape.

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