Efficiency analysis of big data analysis based on digital transformation in optimizing enterprise marketing strategy

Abstract

With the advancement of digital transformation, the role of big data analytics in the optimisation of enterprise marketing strategies is becoming increasingly important. This study examines how big data analytics can optimise marketing strategies and improve decision-making efficiency in different industries. Through the analysis of several case studies, it is found that big data helps enterprises achieve accurate customer segmentation, demand forecasting, competitor monitoring, and marketing effectiveness evaluation. The study shows that enterprises can increase customer conversion rates, reduce churn rates, and optimise resource allocation through real-time market trend analysis through big data analytics. However, in implementing big data analytics, enterprises face challenges such as data quality and compliance. This paper suggests that enterprises strengthen their data analytics capabilities, ensure data security, and promote data-driven decision-making mechanisms to enhance marketing effectiveness and competitiveness.