Intelligent Data-Driven Precision Marketing

doi:10.4018/IJeC.402192

Intelligent Data-Driven Precision Marketing

2026-01-01

0

PRE

AI

DOI：10.4018/IJeC.402192

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Amid the rise of the digital economy, intelligent data technologies-such as big data analytics and AI-are transforming precision marketing by enabling real-time user profiling, demand forecasting, and dynamic channel optimization. This study examines the three-layer technical framework (data collection, analytical modeling, and execution application) that underpins this transformation and presents empirical evidence from an e-commerce platform analyzing 180 million user logs (2022-2023). Results show a 43.8% increase in customer lifetime value for high-value users, 3.5-8.8% gains across marketing funnel stages, 38.7% revenue uplift from dynamic pricing, and 27% correction in channel attribution errors. Despite these advances, challenges persist-including data silos, privacy compliance, algorithmic bias, and accessibility barriers for SMEs. The paper concludes with recommendations for building ethical, transparent, and integrated intelligent marketing systems.

Keyword:

Intelligent Data Technology

Precision Marketing

Customer Lifetime Value (CLV)

Algorithmic Bias

Marketing Attribution

Intelligent Data-Driven Precision Marketing

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