ELEVATING CUSTOMER EXPERIENCE THROUGH REAL TIME MARKETING ANALYTICS

Paper ID: EIJTEM_2024_11_4_62-67

Author's Name: Ms. V. K. Elavarasi, Dr. Deepa Rajesh, Pillai Shivashankar Manikandan,

Volume: 11

Issue: 4

Year: 2024

Page No: 62-67

Abstract:

The journey that every brand undertakes as result of close interaction with customers helps in providing useful insight into such journey as planned by the organisation. In other words, it serves as the plan for product road maps and launching of any new or distinct service. The greatest advantage of marketing analytics is that it helps capture customer feedback from everywhere by identifying ways of engaging with each customer, what they are trying to accomplish and also highlight areas that act as a source of friction that needs to be focused on. Marketing analytics ensures that the type of journey that every brand undertakes as with customers is clearly understood and shared among the marketing professionals such that the desired changes can be made and ideas could be confidently implemented. The key objectives of this paper are to analyse the various benefits of marketing analytics, identify the real time business drivers of marketing analytics and understand the type of business value creation brought about by marketing analytics

Keywords: Marketing analytics, customer experience, elevation, value creation

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