Predictive Analytics in Digital Marketing

The rapid growth of digital marketing is possible only through frictionless payment system like digital transaction, QR etc., Both primary and secondary data was collected for this study, the primary data was collected by using structured questionnaire to understand the digital marketing strategies, sales, challenges and opportunities of the digital marketing. In Predictive analytics customer perception was predicted by mobile usage, trust, email response and digital interaction. Digital marketing clearly shows the customer empowerment. Statical tools like Neural Network (NN) and Tree analysis was used to evaluate the collected date. Via these statistical tools two factors are contribute highly they are “often usage of smartphone to look for products or services” and “aware of promotional emails from brands”. It emphasis that Google Analytics, CRM, etc these predictive analytic tools should have a clear idea about the mobile usage pattern and the promotional strategy in a frequent interval to enhance the purchasing decision.