Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Management Studies and Entrepreneurship Journal (MSEJ)
PA Andiena Nindya Putri
Universitas Udayana
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Big Data’s Role in Personalizing Marketing to Improve Customer Experience Putu Saroyini Piatrini; PA Andiena Nindya Putri
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10331

Abstract

Big Data plays a crucial role in enabling marketing personalization by allowing firms to collect and analyze extensive customer-related data from diverse sources. Transactional data, online browsing behavior, social media interactions, geolocation data, and customer feedback provide rich insights into individual consumption patterns and decision-making processes. This study employs a literature review method to systematically examine the role of Big Data in personalizing marketing strategies and its implications for improving customer experience. This study provides a comprehensive understanding of the role of Big Data in enabling personalized marketing strategies and its implications for improving customer experience through a systematic literature review. The findings indicate that Big Data analytics serves as a critical enabler of marketing personalization by allowing organizations to collect, process, and analyze extensive customer data from diverse sources.
Co-Authors Putu Saroyini Piatrini