Harnessing Data Science for Enhanced Digital Marketing: A Strategic Framework

نوع المستند : • البحوث والدراسات والمقالات المستوفاة للقواعد العلمیة المتعارف علیها، والتى یجریها أو یشارک فى إجرائها أعضاء هیئة التدریس والباحثون فى الجامعات ومراکز البحوث المصریة والعربیة، وذلک باللغتین العربیة والإنجلیزیة .

المؤلف

Hussein Moselhy Sayed Ahmed , Professor, College of Business, Department of Business Administration, University of Bisha, Bisha 61922, Saudi Arabia.

المستخلص

Abstract
Digital marketing has become essential for customer engagement and attraction across industries. However, traditional methods often struggle with targeting, personalizing messages, and evaluating ROI. This paper introduces a framework to integrate data science into digital marketing to enhance targeting accuracy, customer engagement, and marketing efficiency. Techniques discussed include machine learning for predictive analytics, customer segmentation through clustering, and sentiment analysis using natural language processing. This framework aims to transform digital marketing into a data-driven discipline capable of predicting customer preferences. The study explores case studies, challenges, and opportunities in applying data science to marketing, providing a guide for companies to enhance customer engagement and ROI.

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