From Data to Decisions: The Role of Artificial Intelligence in Marketing Analytics

Abstract

In the contemporary era, marketing has evolved from intuition‑led campaigns and broad demographic targeting to a realm dominated by data, algorithms, and adaptive systems. The transformation rides largely on the capabilities of artificial intelligence (AI) to turn raw data into meaningful insights, enabling decisions that are more precise, timely, and aligned with both customer expectations and business goals. The journey from data to decisions is neither linear nor simplistic; it involves multiple interlocking layers: gathering and cleaning data, selecting and applying analytical methods (descriptive, diagnostic, predictive, prescriptive), integrating AI models, interpreting results, operationalizing them, and ensuring ethical, human‑centric oversight. This article explores how AI plays a role across that journey, what the current state looks like, where it is heading, and what companies must do to succeed [1].