What role does data analytics play in shaping ? marketing strategies

Data analytics plays a crucial role in marketing strategies.

Firstly, it enables us to analyze and understand customer behavior through the elaboration of customer segmentation and insights (KPIS) based on users' purchasing behavior. This will enable us to better understand our customers and propose offers that are appropriate to their profile through the launch of marketing campaigns or loyalty cards.

On the other hand, we can also predict customer behavior based on their purchase history, so that I can propose attractive offers (e.g. promotions on products that are going to be purchased) to satisfy their needs and make them more loyal.