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Open Access Journal Article

Prescriptive Analytics for Marketing Campaign Optimization

by Emily Martin 1,*
1
Emily Martin
*
Author to whom correspondence should be addressed.
MAD  2022 4(2):34; https://doi.org/10.69610/j.mad.20221030
Received: 18 August 2022 / Accepted: 29 September 2021 / Published Online: 30 October 2022
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Abstract

The field of prescriptive analytics has emerged as a powerful tool for businesses seeking to enhance their marketing campaigns. This paper explores the application of prescriptive analytics in optimizing marketing strategies, focusing on how data-driven insights can be leveraged to maximize campaign effectiveness. We examine the various techniques and methodologies employed in prescriptive analytics, such as simulation, optimization, and machine learning, and demonstrate how they can be tailored to address specific marketing challenges. Our analysis reveals that prescriptive analytics can significantly improve target audience segmentation, content personalization, and campaign timing, thereby yielding enhanced customer engagement and increased conversion rates. The paper further discusses the importance of aligning organizational capabilities with prescriptive analytics implementation, emphasizing the need for a strong data infrastructure and skilled professionals. By providing a comprehensive overview of the benefits and challenges associated with prescriptive analytics in marketing, this study contributes to the ongoing discourse on data-driven decision-making and its impact on business success.

Keywords: Prescriptive Analytics; Marketing Campaign Optimization; Data-Driven Decision Making; Customer Engagement; Conversion Rates.;
Copyright: © 2022 by Martin. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
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APA Style
Martin, E. (2022). Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision, 4(2), 34. doi:10.69610/j.mad.20221030
ACS Style
Martin, E. Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision, 2022, 4, 34. doi:10.69610/j.mad.20221030
AMA Style
Martin E. Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision; 2022, 4(2):34. doi:10.69610/j.mad.20221030
Chicago/Turabian Style
Martin, Emily 2022. "Prescriptive Analytics for Marketing Campaign Optimization" Management Analytics and Decision 4, no.2:34. doi:10.69610/j.mad.20221030

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ACS Style
Martin, E. Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision, 2022, 4, 34. doi:10.69610/j.mad.20221030
AMA Style
Martin E. Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision; 2022, 4(2):34. doi:10.69610/j.mad.20221030
Chicago/Turabian Style
Martin, Emily 2022. "Prescriptive Analytics for Marketing Campaign Optimization" Management Analytics and Decision 4, no.2:34. doi:10.69610/j.mad.20221030
APA style
Martin, E. (2022). Prescriptive Analytics for Marketing Campaign Optimization. Management Analytics and Decision, 4(2), 34. doi:10.69610/j.mad.20221030

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