The Impact of Marketing Analytics on Business Performance: Navigating Consumer Insights and Ethical Considerations

Aman Dwivedi, Shagun Rana and Sahil Jain
Additional contact information
Aman Dwivedi: Welingkar Institute of Management
Shagun Rana: Welingkar Institute of Management
Sahil Jain: Welingkar Institute of Management

A chapter in Marketing in the Digital Age, 2026, pp 287-306 from Springer

Abstract: Abstract In the digital era, Artificial Intelligence (AI) and Big Data-powered marketing analytics are changing business strategies by empowering deeper customer insights and operational efficiency. This study explores the interplay between technological advances and ethical concerns to determine how companies use these marketing analytics tools to attain Return on Investment (ROI) while protecting consumer trust and regulatory compliance. The study focuses on key technological applications, including predictive modelling, natural language processing, and customer segmentation, which have been proven to increase ROI by 20–30%. It also explores data privacy challenges, algorithmic biases, and the integration of ethical frameworks like GDPR and CCPA. The research will follow a mixed-methods approach, with both quantitative data analysis and qualitative industry case studies, to provide businesses with actionable insights on using AI and Big Data ethically and ensure sustainability in marketing practice. Important findings include the dual importance of both technological adoption and responsible data governance on business performance and consumer trust. This study highlights the paramount necessity of transparency, fairness, and accountability by businesses in the ever-evolving digital landscape.

Keywords: Marketing analytics; AI; Big Data; ROI; Data privacy (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6509-2_13

Ordering information: This item can be ordered from
http://www.springer.com/9789819565092

DOI: 10.1007/978-981-95-6509-2_13

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().