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Leveraging Data Analytics for Predictive Consumer Behavior Modelling
Abstract
The chapter explores the transformational power of AI-driven data analytics in predicting consumer behaviour, examining sophisticated tools, approaches, and strategies influencing this field. It starts with an overview of the chapter's topic, highlighting the basic ideas of data analytics and its relevance to forecasting consumer behaviour. The chapter delves into sentiment analysis, predictive modelling, and conventional and digital approaches, emphasizing the significance of machine learning, IoT, big data, and blockchain technology. It further discusses new developments in AI, trends in predicting consumer behaviour, and the importance of data-driven decision-making. The proposed chapter aims to summarise key insights and offer a comprehensive understanding of data analytics in anticipating customer behaviour, thus bridging the gap between theoretical concepts and practical applications in the advertising industry.
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