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Harnessing the Power of Data Analytics to Drive Brand Engagement, Affinity, Evangelism, and Loyalty in the Modern Marketplace
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Author(s): Ankur Kumar (SLIET, India), Abhinav Sharma (SLIET, India), Priya Bhatnagar (Aryabhatta College, Delhi, India), Sanjay Dhanka (SLIET, India)and Yograj Bist (Graphic Era University, Dehradun, India)
Copyright: 2025
Pages: 28
Source title:
Demystifying Emotion AI, Robotics AI, and Sentiment Analysis in Customer Relationship Management
Source Author(s)/Editor(s): Fazla Rabby (Stanford Institute of Management and Technology, Australia), Nasim Ahmed (The University of Sydney, Australia), Amandeep Sehmi (Canterbury Institute of Management, Australia), Rohit Bansal (Rockford College, Sydney, Australia)and Nishita Pruthi (Asian School of Business, India)
DOI: 10.4018/979-8-3373-1867-7.ch004
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Abstract
In today's marketplace, data analytics is key to enhancing brand engagement, affinity, and evangelism. By analyzing diverse data sources like social media and purchase history, brands gain deep consumer insights to craft personalized marketing strategies. Real-time analytics enable agile campaign adjustments, optimizing impact. Predictive analytics help anticipate trends, fostering brand relevance and loyalty. This data-driven approach builds strong customer relationships and nurtures brand advocates.
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