“A Study on Marketing Intelligence and Consumer Insights through Business Analytics”

Jnanavi J*1, Dr. Susheela Devi B Devaru*2

*1 Student, MBA Programme, School of Commerce and Management,

Dr. Ambedkar Institute of Technology, Visvesvaraya Technological University. Belagavi

*2 Associate professor, MBA Programme, School of Commerce and Management,

Dr. Ambedkar Institute of Technology, Visvesvaraya Technological University. Belagavi

Abstract:
In today’s competitive business environment, Its essential for organizations to clearly understand customer preferences & market trends in order to succeed. With the rapid growth of available data, business analytics has become a key tool for generating useful insights. Study examines how marketing intelligence and consumer insights, supported by business analytics, help in understanding consumer behavior and improving marketing performance. Businesses can access a wide range of information to better understand customer-needs, preferences, & buying behaviour. By analysing this information, organizations may identify market trends, improve customer satisfaction, & make more effective decisions. The use of business analytics enables firms to collect, process, & interpret data from multiple or different sources, helping them make informed and responsible choices. Companies that effectively use analytical tools gain valuable-insights which support strategic planning & improve overall performance. Over time, data-driven decision-making can provide a strong competitive advantage and contribute to long-term business success.

Keywords: Marketing Intelligence, Consumer Insights, Business Analytics, Consumer Behavior, Customer Satisfaction, Marketing Effectiveness, Data-Driven Decisions, Business Performance.