Segmentation and personalization in digital marketing through business intelligence
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Abstract
This paper examines how Business Intelligence (BI) enables more accurate segmentation and effective personalization in digital marketing in the retail sector in Ecuador. The research focuses on three main areas: advanced segmentation based on behaviors and demographics, personalization of content and offers, and evaluation of the impact of personalization on conversions and customer loyalty.
By analyzing 100 retail companies actively using BI tools, significant relationships were found between BI adoption and the dependent variables. The results show that BI adoption has a positive and significant impact on segmentation accuracy and personalization effectiveness. Companies using BI are able to create detailed consumer profiles, enabling more targeted segmentation and personalized marketing strategies that improve the relevance of content and offers.
It also shows that BI implementation has a significant impact on conversion rate and customer loyalty. Although a negative relationship with conversion rate was observed, BI proved valuable in improving customer loyalty by providing personalized and relevant experiences. These findings highlight the importance of Business Intelligence in modern digital marketing in the Ecuadorian retail sector and suggest that companies investing in BI tools can gain significant competitive advantages.
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Nelson Esteban Salgado-Reyes , Instituto Universitario Japón - Ecuador
https://orcid.org/0000-0001-8908-7613
Nelson Salgado R. is a senior researcher at the University Institute of Japan and the Central University of Ecuador. I have a PhD in Communication Technologies (ICT) from the University of Extremadura with more than 25 years of experience in scientific research. My work focuses on business intelligence, having published more than 50 articles in high impact international journals.
Pamela Fajardo-Vanegas , Instituto Universitario Japón - Ecuador
https://orcid.org/0000-0001-6769-5167
Pamela Fajardo V. is a researcher and Academic Director at Instituto Universitario Japón and Academic Advisor at Instituto Cuest TV. I have a PhD in Business Administration from Benito Juarez University with more than 10 years of experience in academia and institutional management. My work focuses on management, having published more than 20 articles in high impact international journals.
Marcelo Vasquez-Guevara , Instituto Superior Tecnológico CUESTTV - Ecuador
https://orcid.org/0009-0009-4630-9437
Marcelo Vasquez Guevara is a researcher at the Instituto Tecnológico Cuest TV. He has a master's degree and more than 10 years of experience in academia and institutional management. The work focuses on research for publication in national and international journals of high impact.
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