Integrated Marketing Management and Data Analysis in Modern Business Environments

Abdelwahab Dessouky
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Abdelwahab Dessouky: Istanbul Ticaret University

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 6, 5654-5666

Abstract: Integrated Marketing Management and Data Analysis in Modern Business Environments In the evolving landscape of digital commerce, integrating data analytics into marketing strategies is not just a competitive advantage—it is a necessity. This research investigates how businesses can optimize digital marketing performance by adopting a data-driven, integrated marketing management approach. Through a combination of qualitative and quantitative methods, the study explores key analytics techniques, predictive modeling, real-time data use, and visualization strategies to improve return on investment (ROI) and campaign effectiveness. Case studies from global e-commerce businesses provide comparative insights into the outcomes of data-informed versus intuition-based marketing strategies. The findings aim to deliver actionable frameworks for leveraging big data, machine learning, and marketing automation tools to drive consistent growth. This work bridges academic theory with practical application, offering marketers and decision-makers guidance on embedding data analysis into their workflows for scalable, sustainable success.

Date: 2025
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