Consumer Behavior Analysis through Advanced-Data Techniques: A Review for Utilities in Retail Marketing

This review offers a comprehensive analysis of the use of cutting-edge data strategies, including Big Data analytics, Machine Learning (ML), and Artificial Intelligence (AI), etc. in understanding and predicting consumer behavior. The convergence of these technologies has enabled marketers to uncover more detailed knowledge about consumer preferences and enhance customer engagement & satisfaction. By reviewing various methodologies, this study showcases the ways in which these tools are leveraged for segment consumers, predict consumer buying habits, and optimize marketing strategies. Additionally, the paper explores the Social media data utilization in real-time consumer analytics, demonstrating their effectiveness in personalizing marketing efforts and improving customer experience. The challenges of data privacy, ethical considerations, and the necessity for more robust analytical tools are also discussed. The review concludes by identifying potential research paths that could drive forward the field of consumer behavior analysis in retail marketing.