Personalized marketing and targeted advertising

Beginning in the early 1990s, web developers began tracking HTML calls that their websites were receiving from online visitors. In 2012, the Web Analytics Association (WAA) officially changed its name to the Digital Analytics Association (DAA) to accommodate new and developing data streams that exist in addition to the web. Tracking the information from websites and using it for marketing is done by various companies for so long. This paper summarizes the various methods used for performing targeted marketing. The objective of our research is to understand the marketing strategies used by various companies, helping them in planning their strategies depending on their audience. It is seen that nowadays marketing strategies used by different companies are performing an important role. The companies as well as various organizations are trying to understand customer behavior and plan the strategies accordingly. However, the perception concerning marketing strategies is that it needs significant improvements to understand customer behavior and their demands. The marketing strategies have made a significant impact, but there is more to be done to achieve more accurate results and planning. The companies collect customer data for marketing purposes. If this data is used properly to plan marketing strategies, it will help the companies in achieving good results. The rapid pace of innovation in the field of Artificial Intelligence (AI) is turning the far-fetched dreams of yesterday into advances of today. Artificial intelligence matches our desires with the exact information, product, or service we need, at the right time. It is increasingly being used to improve search results, and it will be the driving force behind the changes in content production, target marketing, and advertising. Personalization based on data has become critically important in digital marketing, but many marketers still use outdated methods, with business rules created through online analysis of collected data. These rules are implemented in an automated way via a business rules engine that accumulates all the rules over time, including old efforts that no longer work. This process is very inefficient for driving customer acquisition, conversion, and retention effectively.