Intelligent Data-Driven Precision Marketing

Abstract

Amid the rise of the digital economy, intelligent data technologies—such as big data analytics and AI—are transforming precision marketing by enabling real-time user profiling, demand forecasting, and dynamic channel optimization. This study examines the three-layer technical framework (data collection, analytical modeling, and execution application) that underpins this transformation and presents empirical evidence from an e-commerce platform analyzing 180 million user logs (2022–2023). Results show a 43.8% increase in customer lifetime value for high-value users, 3.5–8.8% gains across marketing funnel stages, 38.7% revenue uplift from dynamic pricing, and 27% correction in channel attribution errors. Despite these advances, challenges persist—including data silos, privacy compliance, algorithmic bias, and accessibility barriers for SMEs. The paper concludes with recommendations for building ethical, transparent, and integrated intelligent marketing systems.