Investigating the Role of Big Data Analytics in Market Segmentation and Targeting: A Quantitative Investigation

Abstract

Businesses have access to a wealth of information on their clients in the digital age, including information about their demographics, social media activity, and browsing and purchasing habits. Big data analytics, which helps businesses to gain insightful data and make data-driven decisions, is a result of this abundance of information. Marketsegmentation and targeting are one application of big data analytics that has shown to be extremely useful. Businesses can discover unique segments of consumers with similar features and demands by analyzing customer data, and they can then adjust their marketing strategy to each category. This enables businesses to communicate with their target market in a personalized and pertinent manner, enhancing the efficiency of their marketing initiatives and elevating client engagement. Bigdata analytics are becoming even more crucial for market segmentation and targeting in India, as the consumer market is growing quickly and becoming more varied. With a billion people and a burgeoning middle class, India offers a distinct set of opportunities and difficulties for companies wanting to thrive. Companies operating in India can get a competitive advantage by using big data analytics to better understand their consumers' needs and preferences and provide marketing offers that appeal to them.