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Advancing Marketing in Society 5.0: The Strategic Role of Predictive Analytics in Consumer Behaviour Analysis
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Author(s): Parihar Suresh Dahake (Ramdeobaba University, Nagpur, India), Nihar Suresh Dahake (G.H. Raisoni College of Engineering, Nagpur, India), Saket Narendra Bansod (Dr. Ambedkar Institute of Management Studies and Research, Nagpur, India)and Prachita S. Patil (Dr. Ambedkar Institute of Management Studies and Research, Nagpur, India)
Copyright: 2026
Pages: 34
Source title:
Integrating Digital Innovation and Integrated Frameworks in Manufacturing
Source Author(s)/Editor(s): Siddhartha Paul Tiwari (Google Asia Pacific, Singapore), Eliseo A. Aurellado (Southeast Asia Interdisciplinary Development Institute, Philippines)and Adi Fahrudin (Universitas Bhayangkara Jakarta Raya, Indonesia)
DOI: 10.4018/979-8-3373-1082-4.ch013
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Abstract
Businesses are progressively utilising predictive analytics to enhance their comprehension and anticipation of client behaviour within the framework of Society 5.0, a human-centric society that integrates the internet with the physical realm. This paper examines the vital role of predictive analytics in the progression of marketing innovations, emphasising marketers' ability to anticipate trends, personalise experiences, and develop data-driven marketing strategies. This study will examine how predictive analytics technologies are transforming marketing strategies in Society 5.0 by providing enhanced customer insights and facilitating more accurate targeting. This study is distinctive since it examines the convergence of AI-driven analytics and marketing strategies within the Society 5.0 framework, which seeks to harmonise economic advancement with societal welfare.
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