Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-04-144-6
DOI: https://dx.doi.org/10.15863/TAS.2025.04.144.6
Language: Russian
Citation: Malikov, A. (2025). Enhancing customer loyalty through personalized marketing. ISJ Theoretical & Applied Science, 04 (144), 29-33. Soi: https://s-o-i.org/1.1/TAS-04-144-6 Doi: https://dx.doi.org/10.15863/TAS.2025.04.144.6 |
Pages: 29-33
Published: 30.04.2025
Abstract: This article explores opportunities to enhance customer loyalty through personalized marketing driven by data and analytics. It examines the core principles of personalization, including segmentation, targeting, and customization, which enable the adaptation of marketing communications, products, and services to individual customer preferences. The study analyzes different types of data, such as demographic, behavioral, and transactional data, and their role in creating personalized offerings. Particular attention is given to analytical methods such as machine learning and predictive analytics, which facilitate the anticipation of customer needs and improve interactions. Examples of successful implementation of personalization in practice are provided, demonstrating increased loyalty through the integration of data and analytics.
Key words: personalized marketing, data, analytics, customer loyalty, segmentation, targeting, customization.
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