The Role of Customer Segmentation and Personalization Strategies in Data-Driven Marketing for Enhancing Sales Performance and Customer Retention in the E-Commerce Industry

Valbona Arifi (), Veland Ramadani (), Jusuf Zeqiri () and Rasim Zuferi ()
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Valbona Arifi: South East European University
Veland Ramadani: South East European University
Jusuf Zeqiri: South East European University
Rasim Zuferi: South East European University

A chapter in Navigating Economic Uncertainty - Vol. 1, 2025, pp 169-181 from Springer

Abstract: Abstract This study investigates the role of customer segmentation and personalized marketing as data-driven marketing tools in the e-commerce industry, in terms of sales performance and customer retention. The scope of the study is focused primarily on customers who make online purchases, mainly based in North Macedonia. The survey is conducted through questionnaires distributed via social media platforms and delivered to a randomly selected sample of 292 respondents. The obtained data has been analyzed with STATA software, using the regression model to showcase the correlation between each of the predefined variables. Based on the conducted study, employing customer segmentation, followed by personalization strategies, has a positive impact on sales performance and customer retention.

Keywords: E-commerce; Data-driven marketing; Customer segmentation; Personalization; Sales performance; Customer retention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-73506-6_10

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DOI: 10.1007/978-3-031-73506-6_10

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