THE ROLE OF BIG DATA ANALYSIS IN OPTIMIZING MARKETING STRATEGIES IN THE BANKING INDUSTRY
Keywords:
Big Data, Banking Marketing, Data Analysis, Marketing Strategy, Service PersonalizationAbstract
In the digital era, the banking industry faces increasingly complex challenges in developing effective marketing strategies. Big Data has become an important tool in optimizing marketing by enabling banks to analyze customer behavior, carry out more precise market segmentation, and develop data-based strategies in real-time. This research aims to examine the role of Big Data analysis in increasing the effectiveness of banking marketing through a systematic literature review approach. The study results show that the implementation of Big Data in banking marketing brings various benefits, including increased personalization of services, optimization of digital marketing campaigns, and increased efficiency in managing marketing resources. However, there are significant challenges to overcome, such as technical complexity, data privacy and security issues, and compliance with data protection regulations. To overcome these challenges, banks need to invest in data analytics technology, strengthen cyber security systems, and develop a data-based organizational culture. With proper application, Big Data can become a strategic tool that allows the banking industry to compete more effectively and create more innovative and individual needs-based customer experiences.
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