Volume 3 Issue 1 | 2026 | View PDF
Paper Id:IJMSM-V3I1P124
doi: 10.71141/30485037/V3I1P124

Business Analytics: As a Tool for Improving Marketing Effectiveness

Karthika Murugan, Sathiyapriya, Vishmitha

Citation:
Karthika Murugan, Sathiyapriya, Vishmitha, "Business Analytics: As a Tool for Improving Marketing Effectiveness" International Journal of Multidisciplinary on Science and Management, Vol. 3, No. 1, pp. 261-268, 2026.

Abstract:
In the business world today, companies are using information to make decisions that help their marketing efforts. This paper looks at how business analytics can help make marketing more effective. By using analytics methods, such, as looking at what might happen in the future grouping customers and analyzing performance companies can learn important things about what customers do how the market is changing and how well their marketing campaigns are working. This research uses existing information to see how analytics affects the goals of marketing like getting new customers keeping old ones and making money. What we found out is that companies that use the business analytics tools do not just make their marketing better but they also become more efficient and able to compete with others. The importance of using business analytics when making marketing decisions to support marketing that is based on facts and to help companies grow in a way is a key part of this study. This study also wants to look at how business analytics can help Small and Medium Enterprises make their marketing work better and get ahead of their competitors.

Keywords: Business Analytics, Marketing Effectiveness, Data-Driven Decision Making, Customer Segmentation, Consumer Behaviour.

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