February 2025

Mohammad Anas Wahaj | 20 feb 2025

The research study, 'Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review', by Prof. Leonidas Theodorakopoulos and Prof. Alexandra Theodoropoulou from Department of Management Science and Technology at University of Patras (Greece), explores the potential of big data to offer deep insights into consumer preferences and behaviors. Extracting insights from huge datasets allow businesses to personalize marketing strategies that result in better customer satisfaction and engagement. Researchers utilized the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) methodology to synthesize existing literature to evaluate the benefits of big data in digital marketing. Researchers say, 'The integration of big data analytics in digital marketing fundamentally enhances organizations' ability to understand and influence consumer behavior. This analysis focuses on metrics such as page visits, time spent on pages, clicks, navigation patterns, and search queries, which allow marketers to tailor strategies effectively to meet consumer needs. This comprehensive data collection facilitates the creation of highly personalized marketing strategies that resonate with individual consumer preferences and behaviors. Moreover, user engagement, defined as the degree of interaction and involvement a user has with a website or digital platform, is a crucial variable. High levels of user engagement indicate that the content and design of a website effectively capture and retain user interest. By measuring metrics such as average time spent on a page, the number of pages visited per session, and click-through rates, marketers can gain valuable insights into user preferences and optimize their digital content accordingly. This detailed understanding of user interaction helps improve user experience and boosts engagement rates.' The practical applications for businesses and marketers from the insights gained by this systematic review are - Enhanced personalization; Optimized user experience; Predictive analytics; Customer journey mapping. Read on...

Wiley Online Library: Leveraging Big Data Analytics for Understanding Consumer Behavior in Digital Marketing: A Systematic Review
Authors: Leonidas Theodorakopoulos, Alexandra Theodoropoulou, Alhamzah Alnoor

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