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All Journal Aptisi Transactions on Management Startupreneur Business Digital (SABDA Journal) Blockchain Frontier Technology (BFRONT) Journal of Computer Science and Technology Application
Ramadhan, Tarisya
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Other

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Journal : Journal of Computer Science and Technology Application

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Leveraging Big Data Analytics for Strategic Marketing Optimization: Insights and Impacts Fazri, Muhammad Faizal; Ramadhan, Tarisya; Apriliasari, Dwi; Julianingsih, Dwi; Fitzroy, Arabella
CORISINTA Vol 1 No 2 (2024): August
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/corisinta.v1i2.39

Abstract

In the digital era, Big Data Analytics has emerged as a crucial tool for optimizing marketing strategies. This research explores the integration of Big Data into marketing, aiming to identify effective analytical techniques and their impact on marketing outcomes. The study utilized secondary data from various sources, including sales transactions, social media interactions, customer demographics, and web analytics. The analysis process involved data cleaning, integration, predictive modeling, clustering, sentiment analysis, and data visualization. The findings reveal that promotional campaigns and seasonal discounts significantly boost sales, with customer segmentation identifying three key groups: discount hunters, loyal customers, and occasional shoppers. Sentiment analysis shows positive customer feedback, though logistics-related issues warrant improvement. These results underscore the importance of targeted and personalized marketing strategies driven by data insights. The research contributes to marketing theories by providing empirical evidence on the effectiveness of Big Data Analytics in enhancing marketing strategies. Further research is recommended to explore its applicability across different industries, incorporate more diverse data sources, and utilize advanced analytical techniques to refine marketing strategies.
Big Data Analytics: Transforming Business Intelligence and Decision Making Usino, Wendi; Ayu Rini Kusumawardhani, Dhiyah; Ramadhan, Tarisya; Pratiangga, Aptanta; Qurotulain, Olivia
CORISINTA Vol 1 No 2 (2024): August
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/2wf1s376

Abstract

In today's rapidly evolving digital landscape, organizations are increasingly leveraging Big Data Analytics to transform business intelligence and enhance decision-making processes. This study explores how businesses utilize Big Data to gain insights into operations, customer behaviors, and market trends, specifically focusing on the retail, healthcare, and financial sectors. By employing a mixed-method approach that combines qualitative and quantitative data, the research analyzes case studies from a major international retailer, a leading healthcare provider, and a global bank. Data sources include semi-structured interviews with industry experts, surveys, and secondary data from existing literature. The findings indicate significant improvements in customer retention (20\%), operational efficiency (with a 15\% reduction in inventory costs in retail and a 10\% reduction in hospitalization rates in healthcare), and fraud reduction (a 25\% decrease in fraudulent transactions in financial services). However, the study also identifies ongoing challenges such as data quality issues, high implementation costs, and complexities in integrating Big Data Analytics with existing systems. The research concludes by emphasizing the importance of addressing these challenges to fully capitalize on Big Data's potential for competitive advantage and suggests that future studies should explore the ethical implications and the impact of emerging technologies on Big Data Analytics to further enhance its effectiveness in business intelligence.
Co-Authors Alwiyah Alwiyah Apriliasari, Dwi Ayu Rini Kusumawardhani, Dhiyah Berlin Any Efa Ayu Nabila Farida Agustin, Farida Fazri, Muhammad Faizal Fitzroy, Arabella Hendriyati, Penny Himki, Arzo Husnad, Tengku Chandra Julianingsih, Dwi Marianti, Tatik Mulyati Nur Wahid, Wahyu Nusantoro, Hardjanto Pramono, Erry Sigit Pratiangga, Aptanta Qurotulain, Olivia Rifki, Abdul Tengku Chandra Husnadi, Tengku Chandra Untung Rahardja Usino, Wendi Yusuf Abdurachman