Personalization and Data-driven Marketing Case Study of Guaranty Trust Bank

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@article{1704989,
      author = {Akinsanya A. M., Adeyeye T. C.},
      title = {Personalization and Data-driven Marketing Case Study of Guaranty Trust Bank},
      journal = {Iconic Research And Engineering Journals},
      year = {2023},
      volume = {7},
      number = {2},
      pages = {620-625},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1704989.pdf},
      abstract = {This study investigates the relationships between personalization strategies, data collection utilization, marketing effectiveness, customer satisfaction, brand loyalty, and privacy concerns in the context of Guaranty Trust Bank. A correlation analysis was conducted to examine the connections between these variables and customer engagement. The findings suggest that personalization strategies and data collection utilization have weak correlations with customer engagement, while marketing effectiveness is modestly linked to it. Brand loyalty appears to be more closely associated with marketing effectiveness, indicating potential indirect impacts on customer engagement. The study recommends a holistic approach to enhancing customer engagement, with a focus on optimizing marketing effectiveness.},
      keywords = {Personalization, data-driven marketing, customer engagement, marketing effectiveness, brand loyalty},
      month = {August},
  }