Abstract:

ABSTRACT: The FMCG (Fast Moving Consumer Goods) sector operates in a highly competitive and dynamic environment where consumer preferences change rapidly and market conditions continuously evolve. Marketing analytics has proven to be a key tool for companies in this sector to manage complexity and improve decision-making. This study investigates the impact of marketing analytics on the FMCG industry, focusing on the impact of marketing analytics on consumer insights, personalized marketing, product development, and overall business performance. Through a data-driven approach, marketing analytics enables FMCG companies to identify trends, optimize marketing campaigns, and streamline product distribution. It helps in gaining a deeper understanding of customer Behaviour. preferences, and purchasing patterns, leading to more targeted and effective marketing strategies. Moreover, integrating big data and predictive analytics can help identify future market opportunities and potential challenges, helping companies stay flexible and competitive.

Description:

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