Predictive Modeling for Data-Driven Marketing Decision-Making

Abstract

Predictive modeling has emerged as a transformative tool in marketing, enabling businesses to anticipate consumer behavior, optimize marketing campaigns, and enhance customer engagement. This review explores the fundamental principles of predictive modeling, its applications in marketing decision-making, key techniques and algorithms, challenges, and future directions. By leveraging machine learning, artificial intelligence (AI), and big data analytics, businesses can improve their strategic marketing efforts, achieve higher ROI, and foster long-term customer relationships.