A Consumer Analytics Framework for Enabling Data-Driven Marketing Intervention Methods

Advances in business technologies have rapidly enhanced capabilities for organisations to capture insights on consumer behavior and demand, generating new opportunities for strategic decision making. The adoption of data driven strategies encourage the exploitation of the diverse richness of consumer data, to gain deep understanding of customer behavior, motivations and expectations. As a result, organisations are enabled with new possibilities to tailor the delivery of products, services and experiences to meet varying (individual) consumer needs. In this study, we design an initial consumer analytics framework for organisational decision makers. The aim of the study is to assist managers by designing a decision support solution. The proposed framework evaluates results from various trials, to quantify the impact of optimized solutions, and assess the potential value from implementing prospective solutions to the broader consumer population.