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Harnessing Marketing Intelligence and AI to Understand Consumer Behavior in the Education Sector in Smart Cities
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Author(s): Amit Kumar Pandey (Institute of Management Studies, Lal Quan, India), Vijit Chaturvedi (Amity Business School, Amity University, Noida, India), Jaya Yadav (Amity University, Noida, India)and D. S. Yadav (RBS Technical Campus, India)
Copyright: 2025
Pages: 24
Source title:
Machine Learning and Robotics in Urban Planning and Management
Source Author(s)/Editor(s): Kamalesh Ravesangar (Tunku Abdul Rahman University of Management and Technology, Malaysia), Christian Kaunert (Dublin City University, Ireland & University of South Wales, UK), Bhupinder Singh (Sharda University, India), Sahil Lal (Galgotias University, Greater Noida, India)and Manmeet Kaur Arora (Sharda University, India)
DOI: 10.4018/979-8-3693-9410-6.ch002
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Abstract
New-age marketing intelligence and AI are shaping the way the education sector harnesses consumer understanding in smart cities where digital infrastructure and technology integration is at its boom. AI-driven systems like predictive analytics and machine learning algorithms allow institutions to analyze large datasets, uncover correlations, and predict trends. For example, this data could help identify essential consumer segments such as students, parents, and educators, allowing them to target them with tailored marketing strategies. These kinds of smart city using IoT devices and real-time data deliver adaptive education systems according to various urban demands. AI can empower the marketing decision-making process with greater accuracy and relevance in campaigns. Challenges like ethical data use, privacy concerns, and equitable access will have to be addressed. Leveraging AI-driven marketing/sales intelligence will include more audiences, drive creativity and innovation into education generation that will complement sustainability and developments of smart cities.
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