EXPLORING THE CONFLUENCE OF BIG DATA, ARTIFICIAL INTELLIGENCE, AND DIGITAL MARKETING ANALYTICS: A COMPREHENSIVE REVIEW

The convergence of big data, artificial intelligence (AI), and digital marketing analytics is revolutionizing the field of digital marketing. This paper explores the transformative effects of these technologies on marketing strategies, focusing on their capacity to enhance decision-making, optimize marketing operations, and personalize customer interactions. By integrating big data and AI with digital marketing analytics, businesses can unlock valuable insights from vast datasets, facilitating more targeted and effective marketing campaigns. This research reviews current literature and employs case studies to illustrate this technological integration's practical applications and benefits in various marketing contexts. The findings highlight a significant shift towards data-driven and AI-enhanced marketing approaches, which are proving to be critical in achieving competitive advantage and customer satisfaction in the digital age.