Decoding Consumer Behaviour: Leveraging Big Data and Machine Learning for Personalized Digital Marketing
Data & Metadata,
Год журнала:
2025,
Номер
4, С. 700 - 700
Опубликована: Фев. 11, 2025
IntroductionBig
data
analytics
and
machine
learning
have
transformed
digital
marketing
by
enabling
data-driven
insights
for
personalization.
This
study
investigates
the
role
of
engagement
metrics,
sentiment
analysis,
consumer
segmentation
in
enhancing
effectiveness.
Specifically,
it
examines
how
these
technologies
process
interaction
to
uncover
actionable
insights,
segment
audiences,
drive
purchase
conversions.MethodThe
employed
a
mixed-methods
approach,
integrating
big
techniques.
Descriptive
statistics
highlighted
patterns,
while
k-means
clustering
segmented
consumers
based
on
behavioural
emotional
data.
Sentiment
conducted
using
Natural
Language
Processing
(NLP),
captured
emotions
as
positive,
neutral,
or
negative.
Regression
analysis
evaluated
influence
social
media
activity,
click-through
rates,
session
duration,
scores
conversion
rates.ResultsDescriptive
revealed
significant
variability
sentiment,
with
37.5%
expressing
positive
sentiment.
Clustering
identified
three
distinct
segments,
reflecting
differences
showed
that
had
but
statistically
insignificant
relationship
conversions,
other
such
rates
exhibited
minimal
impact.
The
overall
explanatory
power
regression
model
was
low
(R-squared
=
0.001),
indicating
need
additional
factors
understand
behaviour.ConclusionThe
findings
emphasize
potential
analysis.
However,
their
direct
impact
is
limited
without
broader
variables.
A
holistic,
adaptive
framework
combining
behavioural,
emotional,
contextual
essential
maximizing
personalization
driving
outcomes
dynamic
environments.
Язык: Английский
Enhancing Metadata Management And Data-Driven Decision-Making In Sustainable Food Supply Chains Using Blockchain And AI Technologies
Data & Metadata,
Год журнала:
2025,
Номер
4, С. 683 - 683
Опубликована: Фев. 14, 2025
Sustainability
in
food
supply
chains
is
a
critical
global
challenge,
particularly
resource-constrained
regions
like
Jordan,
where
operational
inefficiencies
and
environmental
concerns
are
prevalent.
This
study
explores
the
integration
of
blockchain
artificial
intelligence
(AI)
technologies
to
enhance
metadata
management,
forecast
sustainability
metrics,
support
decision-making
Jordan’s
chains.
Blockchain's
ability
improve
accuracy,
standardization,
traceability,
combined
with
AI’s
predictive
capabilities,
offers
powerful
solution
for
addressing
challenges.MethodsThe
research
employed
mixed-methods
approach,
combining
real-time
data
from
transaction
logs,
AI-generated
forecasts,
stakeholder
surveys.
Blockchain
platforms
Hyperledger
Fabric
Ethereum
provided
insights
into
accuracy
traceability.
AI
models
were
developed
using
machine
learning
techniques,
such
as
linear
regression,
waste
reduction,
carbon
footprint
energy
efficiency.
Multi-Criteria
Decision
Analysis
(MCDA),
AHP
TOPSIS,
was
applied
evaluate
trade-offs
among
goals.ResultsThe
results
revealed
significant
improvements
(from
83%
96.66%)
reductions
traceability
time
4.0
2.35
hours)
following
implementation.
demonstrated
high
explaining
88%,
81%,
76%
variance
efficiency,
respectively.
ConclusionThis
underscores
transformative
potential
achieving
goals.
By
fostering
transparency,
insights,
data-driven
decision-making,
these
innovations
can
address
key
challenges
chains,
offering
actionable
strategies
stakeholders.
Язык: Английский
Machine Learning Models for Predicting Employee Attrition: A Data Science Perspective
Data & Metadata,
Год журнала:
2025,
Номер
4, С. 669 - 669
Опубликована: Фев. 27, 2025
Introduction:
Employee
attrition
poses
significant
challenges
for
organizations,
impacting
productivity
and
profitability.
This
study
explores
patterns
using
machine
learning
models,
integrating
predictive
analytics
with
established
human
resource
theories
to
identify
key
drivers
of
workforce
turnover.
Methods:
The
research
analysed
a
dataset
comprising
demographic,
job-related,
engagement
factors.
Logistic
Regression
was
employed
as
the
baseline
model
interpret
linear
relationships,
while
Random
Forest
Decision
Trees
captured
non-linear
interactions.
Performance
metrics
such
accuracy,
precision,
recall,
F1-score,
AUC-ROC
were
used
evaluate
effectiveness,
alongside
feature
importance
analysis
actionable
insights.
Results:
Results
revealed
that
job
satisfaction,
tenure,
departmental
dynamics,
levels
are
critical
predictors
attrition.
emerged
most
effective
model,
achieving
an
accuracy
92%
94%,
highlighting
its
capability
capture
complex
patterns.
provided
interpretable
decision
rules,
offering
practical
thresholds
HR
interventions.
complemented
these
models
by
insights
into
direct,
relationships
between
Conclusion:
finds
improves
identifying
enabling
proactive
retention
strategies.
Predictive
strengthens
traditional
theories,
providing
structured
approach
reducing
employee
Organizations
can
use
enhance
stability
performance.
Future
could
incorporate
qualitative
methods
longitudinal
studies
refine
strategies
assess
long-term
impacts.
Язык: Английский