Big Data: A Panacea for Optimizing Digital Marketing Strategies

• Author(s): EZUGWU Lilian Martina ; OZIOKO Frank Ekene ; MBAH Chioma
• Paper ID: 1709531
• Page: 151-158
• Published Date: 04-07-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 9 Issue 1 July-2025

Abstract

This paper is aimed at investigating the role of big data in digital marketing. The methodology used in carrying out the research is literature review. Several recent papers on the application of big data for digital marketing was presented, considering their techniques, work done, contribution to knowledge, results and research gap was identified. To fill the knowledge gap, a proposed system was presented using customer segmentation techniques and leveraging data from customers to present a conceptual model capable of improving reliability of digital marketing in real world scenario.

Keywords

Big Data, Customer Segmentation, Challenges, Review, Digital Marketing

Citations

IRE Journals:
EZUGWU Lilian Martina , OZIOKO Frank Ekene , MBAH Chioma "Big Data: A Panacea for Optimizing Digital Marketing Strategies" Iconic Research And Engineering Journals Volume 9 Issue 1 2025 Page 151-158

IEEE:
EZUGWU Lilian Martina , OZIOKO Frank Ekene , MBAH Chioma "Big Data: A Panacea for Optimizing Digital Marketing Strategies" Iconic Research And Engineering Journals, 9(1)