The Role of Data Analytics in Enhancing Digital Platform User Engagement and Retention

Feng Gao

Journal of Media, Journalism & Communication Studies, 2025, vol. 1, issue 1, 10-17

Abstract: This review explores the role of data analytics in enhancing user engagement and retention on digital platforms. With the rapid growth of digital platforms, user engagement has become a key factor in ensuring sustained success and long-term growth. Data-driven strategies, such as personalized content, recommendation systems, predictive analytics, and A/B testing, have proven to be effective tools in increasing user interaction and reducing churn. This paper examines the various data analytics techniques used to optimize user experiences, as well as the challenges faced by platforms, including ethical concerns regarding data privacy and the need for cross-cultural applicability. The review concludes with a call for interdisciplinary collaboration in the development of sustainable data governance practices to ensure the ethical use of user data while continuing to improve user engagement and retention.

Keywords: data analytics; user engagement; recommendation systems; predictive analytics; A/B testing (search for similar items in EconPapers)
Date: 2025
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