Research Paper
Today we will explores the impact of AI on digital marketing analytics in IT service-based businesses, highlighting its potential to enhance customer segmentation and personalization.
Authors
- Junaid Baig Mirza
- Mohammad Rakibul Hasan
- Ali Hassan
- MD Nadil Khan
- MD Mohaiminul Hasan
- Rajesh Paul
- Nabila Ahmed Nikita
Short DOI: 10.62127/aijmr.2025.v03i01.1124
Link: https://www.aijmr.com/research-paper.php?id=1124
Cite This: The Role of AI in Digital Marketing Analytics: Enhancing Customer Segmentation and Personalization in IT Service-Based Businesses – MD Nadil khan, Mohammad Rakibul Hasan, MD Mohaiminul Hasan, Junaid Baig Mirza, Ali Hassan, Rajesh Paul, MD Nadil khan, Nabila A
Organizations using AI tools see an average 35% improvement in customer engagement and 25% increase in conversion rates over traditional approaches
Data Sources
This research utilizes both primary and secondary data sources. Primary data was collected through structured surveys of 120 marketing professionals and 15 in-depth interviews with IT business executives. Secondary data included peer-reviewed journals, white papers, and industry reports from platforms such as Google Scholar, SpringerLink, ScienceDirect, IEEE Xplore, and PubMed. These sources provided insights on AI’s role in customer segmentation and personalization across diverse IT service settings.
Analysis Techniques
A mixed-methods approach was adopted. Quantitative data was analyzed using SPSS and Microsoft Excel, with statistical methods including descriptive analysis, correlation, and regression modeling to evaluate relationships between AI adoption and marketing KPIs. Qualitative data from interviews was analyzed through thematic analysis to identify real-world adoption barriers and best practices. The study adhered to ethical research standards, including GDPR compliance and anonymized data handling.
AI-based segmentation aligns 40% closer to real customer behavior, helping IT service providers reduce churn and improve campaign effectiveness.
Key Findings & Insights
Precision Segmentation
AI-based segmentation improves accuracy by 35–40%, allowing IT service providers to identify high-value customer segments and reduce churn by up to 25%.
Hyper-Personalization
AI-powered personalization strategies—driven by machine learning, NLP, and predictive analytics—boost customer satisfaction by 28% and conversion rates by 22%.
Predictive Marketing Efficiency
Predictive analytics using AI increases customer lifetime value by 30% and enables real-time, tailored content delivery, improving engagement across digital channels.
Operational Efficiency
Automation through AI (e.g., chatbots and recommendation engines) reduces response times by 25–40%, freeing up resources for strategic tasks and increasing ROI by 20%.
Challenges
Key challenges identified include data privacy concerns, lack of skilled AI professionals, and technical difficulties in integrating AI into legacy marketing systems. Additionally, high implementation costs, ethical concerns, and lack of algorithmic transparency were highlighted as significant barriers to AI adoption in IT service marketing strategies.
Recommendations & Future Directions
Integrate AI Tools
Integrate AI tools for real-time segmentation and personalization.
Ensure Compliance
Ensure compliance with data privacy regulations (e.g., GDPR).
Upskill Staff
Upskill staff to manage AI-based solutions effectively.
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