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BIG DATA-DRIVEN MARKETING ANALYTICS AND CUSTOMER ENGAGEMENT: A DESIGN-SCIENCE DEMONSTRATION FOR BUSINESS PERFORMANCE

2026

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This paper demonstrates a practical, design-science approach to leveraging Big Data analytics for enhanced customer engagement and improved business performance.

* Develops a design-science artifact linking Big Data analytics capability, marketing analytics execution, engagement design, governance, and business performance.
* Presents an empirical demonstration using the UCI Bank Marketing dataset to illustrate leakage-controlled targeting and exploratory customer segmentation.
* Clarifies how prediction, segmentation, and governance safeguards can be integrated into an actionable analytics workflow for practical business application.

Big Data, Marketing Analytics, Customer Engagement, Design Science, Business Performance

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