The Role Of Data Analytics In Measuring Digital Marketing Performance: Insights From Amazon And Flipkart

  • Ponselvi K
  • Dr.Murugesan.S.V
Keywords: Digital Marketing, Data Analytics, e-Commerce, Customer Engagement, Personalization

Abstract

Digital marketing strategies are evolving at an unprecedented rate, profoundly affecting how customers interact with e-commerce giants like Amazon and Flipkart. These strategies, heavily driven by data analytics, form the backbone of data-driven digital marketing. This approach is crucial in shaping consumer attitudes and facilitating informed purchasing decisions. This article delves into the key areas of digital marketing where data analytics significantly enhances client engagement and builds trust. This article also examines how industry leaders like Amazon and Flipkart continuously employ data-driven digital marketing tactics to engage with consumers and establish trust on their platforms.

Author Biographies

Ponselvi K

Ph.D. Research Scholar, Annamalai University, Chidambaram,  Mobile: 94454 50630

 

Dr.Murugesan.S.V

Associate Professor and Head, Department of Commerce, Government Arts College for Women, Ramanathapuram – 623501, Mobile: 94430 20048

References

1. Al Adwan, A., Kokash, H., Al Adwan, R., & Khattak, A. (2023). Data analytics in digital marketing for tracking the effectiveness of campaigns and inform strategy. International Journal of Data and Network Science, 7(3), 563–https://doi.org/10.5267/j.ijdns.2023.3.015
2. Rosário, A. T., & Dias, J. C. (2023). Data-driven marketing: Opportunities and challenges. International Journal of Information Management Data Insights, 3(100203). https://doi.org/10.1016/j.jjimei.2023.100203
3. Salhab, H. A. (2024). The impact of data analytics utilization on business optimization in digital marketing. Journal of Infrastructure, Policy and Development, 8(8), 4894. https://doi.org/10.5267/j.uscm.2023.10.011
4. Järvinen, J. (2016). The Use of Digital Analytics for Measuring and Optimizing Digital Marketing Performance.
5. Islam, M. A. (2024). Impact of big data analytics on digital marketing: Academic review. Journal of Emerging Sciences and Research, 1(1), 1-35.
6. Kabiraj, S., & Joghee, S. (2023). Improving marketing performance: How business analytics contribute to digital marketing. International Journal on Technology,Innovation, and Management, 3(1), 11-18. https://doi.org/10.54489/ijtim.v3i1.209
7. Alimkhodjaeva, N. E. (2022). A systematic mapping study of using artificial intelligence and data analysis in digital marketing: Revealing the state of the art. In The 6th International Conference on Future Networks & Distributed Systems (ICFNDS ’22), December 15, 2022, Tashkent, TAS, Uzbekistan (pp. 1-5). ACM. https://doi.org/10.1145/3584202.3584220
8. Velu, A. (2021). Marketing analytics – A comparative study of practices and techniques. Journal of Emerging Technologies and Innovative Research, 8(5), 760-771. Retrieved from https://www.jetir.org (ISSN-2349-5162)
9. Ghahremani-Nahr, J., & Nozari, H. (2021). A survey for investigating key performance indicators in digital marketing. International Journal of Innovation in Marketing Elements, 1(1), 1-6.
10. https://www.livemint.com/Companies/RX5eOy12n5JFJu617G5GnM/Amazon-Flipkart-data-analytics/amp-ecommerce.html
11. https://www.semrush.com/blog/data-driven-marketing/
12. https://www.copy.ai/blog/data-driven-marketing
13. https://www.intellspot.com/data-driven-marketer/
14. https://www.hubspot.com/
15. https://blog.contactpigeon.com/ecommerce-kpis-list/#daily
Published
2024-01-30
How to Cite
Ponselvi K, & Dr.Murugesan.S.V. (2024). The Role Of Data Analytics In Measuring Digital Marketing Performance: Insights From Amazon And Flipkart. Revista Electronica De Veterinaria, 25(1S), 1614 - 1621. https://doi.org/10.69980/redvet.v25i1S.1416