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All Journal Jurnal Ilmu Kedokteran (Journal of Medical Science) INTEGER: Journal of Information Technology Satya Widya JURNAL FARMASIMED (JFM) Abdi Masyarakat Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Al-Mubin: Islamic Scientific Journal Mimbar Kampus Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Al-Kifayah: Ilmu Tarbiyah dan Keguruan Jurnal Pandu Husada JIMR : Journal Of International Multidisciplinary Research JSIKOM (Jurnal Studi Ilmu Komunikasi) Prosiding Seminar Nasional dan Call For Paper Kebidanan Universitas Ngudi Waluyo Journal of Management and Informatics Prosiding Seminar Nasional Pengabdian Kepada Masyarakat: Peduli Masyarakat jurnal Ilmu Sosial Journal Of Public Policy (Social Politics) Sciences (Polisci) Jurnal Murid ZONA: Jurnal Pengabdian Masyarakat Jurnal Ilmu Multidisiplin
Putri, Nabila
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Beyond Descriptive Analytics: Predictive Models For Strategic Marketing Decisions Putri, Nabila; Ainindhira, Aghisti
Journal of Management and Informatics Vol. 4 No. 2 (2025): August Season | JMI : Journal of Management and Informatics
Publisher : University of Science and Computer Technology

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jmi.v4i2.165

Abstract

As marketing ecosystems grow increasingly complex, organizations are under pressure to move beyond descriptive analytics and embrace predictive models to enhance strategic marketing decisions. This study investigates the application of predictive analytics, powered by machine learning, in optimizing marketing decision-making processes. Employing a quantitative research approach, we analyzed historical and behavioral data from a digital retail platform over a 12-month period. Several machine learning techniques logistic regression, random forest, and XGBoost were used to build predictive models that estimate customer conversion probabilities and forecast campaign outcomes. The results indicate that predictive models can significantly improve the precision of strategic marketing initiatives, enabling marketers to identify high-value customer segments and allocate resources more efficiently. Compared to traditional methods, the predictive approach led to a measurable uplift in campaign effectiveness and ROI. From a managerial perspective, the study highlights how data-driven strategy and real-time insights can support agile, evidence-based decision-making in competitive markets. Academically, this research contributes to the growing field of predictive marketing analytics by demonstrating the strategic utility of machine learning techniques. In an era where consumer behavior evolves rapidly, leveraging predictive tools is no longer optional it is essential.
E-commerce dalam transformasi digital: Menciptakan peluang baru berkelanjutan untuk bisnis modern Syaifudin, Ahmad; Yahya, M.; Putri, Nabila; Angelica, Revina; Akbar, Sultan; Khalil, Syafiq; Ardina, Thesa
Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jp2m.v6i4.23426

Abstract

Transformasi digital dan perkembangan e-commerce telah menjadi salah satu pilar utama dalam lanskap pemasaran modern. Perubahan ini tidak hanya memengaruhi cara perusahaan memasarkan produk atau layanan, tetapi juga mengubah secara fundamental bagaimana mereka memahami, membangun, dan mempertahankan hubungan dengan pelanggan. Akses tanpa batas melalui internet memungkinkan konsumen untuk melakukan riset mendalam, membandingkan berbagai pilihan, dan membuat keputusan pembelian yang lebih cerdas. Hal ini menuntut perusahaan untuk menyesuaikan strategi pemasaran dengan pendekatan yang lebih responsif, berbasis data, dan berorientasi pada pengalaman pelanggan. E-commerce sendiri mencakup beragam model bisnis, mulai dari Business to Consumer (B2C) hingga Business to Business (B2B), yang masing-masing menghadirkan peluang unik sekaligus tantangan yang kompleks. Pemanfaatan teknologi informasi dan komunikasi, analitik data, serta kecerdasan buatan memungkinkan terciptanya strategi pemasaran yang lebih personal, relevan, dan efektif. Melalui personalisasi, perusahaan dapat memberikan rekomendasi produk yang sesuai preferensi konsumen, meningkatkan keterlibatan, sekaligus memperkuat loyalitas pelanggan. Namun, di balik berbagai peluang tersebut, terdapat pula sejumlah tantangan besar yang harus dihadapi. Perubahan teknologi yang sangat cepat menuntut perusahaan untuk terus berinovasi, sementara persaingan di pasar digital semakin ketat. Perusahaan yang gagal beradaptasi berisiko kehilangan daya saing. Oleh karena itu, kemampuan bertransformasi, berinovasi, serta mengadopsi strategi pemasaran yang kreatif dan adaptif merupakan faktor kunci dalam meraih keberhasilan bisnis di era e-commerce yang dinamis ini.
Co-Authors Ahmad Syaifudin Ainindhira, Aghisti Ainur Ropik Aisyah Elliyanti Akbar, Sultan Alpina Damayanti, Alpina Angelica, Revina Ardina, Thesa Asmaul Husna Astrid, Gita Bahri, Musa Cimi Ilmiawati, Cimi Dani Rosdiana Dedet Erawati Dedi Irwanto, Dedi Esha, Indi Fadhila, Rheza Yapi Febriyenti, Dini Firliansyah, Hafiz Fortinasari, Paulina Hakiki, Rizkiy Harahap, Esta Rayani Harahap, Sari Ima Rahmawati IZZAH, NURUL Jamilus Jamilus Jayanti, Widya Khairunnisa Khairunnisa Khalil, Khairul Arkan Khalil, Syafiq Lestari, Etika LUBIS, IRFAN DARFIKA M. Yahya Mahendra, Ichlasul Mardhatilah, Ashifa Marhamah, Siti Habibah Marsela, Ranti Marziah, Sari Paton Masitoh, Cahya Meili Amandha Mellani, Annisa Mohammad Zoqi Sarwani, Mohammad Zoqi Mubaroakh, Pintaria Muhammad Firdaus Mulayana, Dede Mulia, T. Iqbal Munawarah, Adeliya Musdalifah, Meldawati Nazwa, Anggita Nengsih, Eka Yulia Ningrum, Novia Novitasari, Lenny Nugraheni, Nonik Nuraida, Siti Rahma Nurhaswinda Nurmalinda Nurmalinda Purba, Novandi Putri, Aprilian Putri, Nurpita Rahayu, Erna Rahmawati, Shinta Ramadhina, Retno Richa, Putri Ridwal Trisoni Rini Susanti Rizal, Muhammad Syahrul Rizandi, Hidayat Rizki Febriani , Aulia Rudi Hariyanto Safari, Dodi Safitri, Nuridha Audinia Sam, Karnilan Lestari Ningsi Sarassari, Rosantia Sari, Heni Elmiani Selviani, Seri Siagian, Bagas Anggara Siti Khumayah Sri Mulyani Sukri Tasya Jadidah, Ines Ulya, Kharirotul Veronica, R. Merlinda Zahra, Lativa