ABSTRACT

This study focuses on the public's view of predictive analytics and marketing interaction with it.
Predictive analytics is a sort of digital marketing data analysis that uses the appropriate
technology. Rather than merely knowing what has happened, the objective is to make the best
prediction of what will happen in the future. It is a statistical strategy that combines data mining,
predictive modelling, and machine learning to estimate the likelihood of a future occurrence
based on current and previous data. Customer and audience segmentation allow you to segment
your audience based on their behavior, demographics, firmographics, interests, or any other
element in predictive analytics. Companies are presently dealing with a flood of data originating
from transactional databases, equipment log files and media files, sensors, and other data
sources. A business expert can construct a cross-selling model based on current customer data
that forecasts what additional things they are likely to buy from the same company in the future.
Digital marketing is the promotion of brands using the internet and other types of digital
communication in order to interact with potential customers. The tools can investigate "expect to
purchase" by assessing consumer behavior using historical and current data to identify persons
whose data fits ideal consumers. To stay within or optimize your budget, work with vendors and
publishers for online paid channels, and negotiate with stakeholders wherever feasible.
 CHAPTER – 1 INTRODUCTION

1.1 INTRODUCTION
This is a study on impact of predictive analytics for marketer’s engaging performance after the
pandemic. The study is based on the marketer’s current engaging performance in predictive
analytics. Predictive analytics is a type of digital marketing data that is examined with the
appropriate digital marketing technologies. Predictive analytics employs machine learning or
statistics to forecast future events ranging from sales trends to customer involvement patterns.
Predictive analytics can be used in marketing across a variety of touchpoints, from brand
awareness through post-purchase activity. The purpose is to provide the best judgement of what
will happen in the future, rather than simply knowing what has happened.

Predictive analytics is a type of advanced analytics that makes predictions about future events
using historical data, data analysis, data mining tools, and machine learning. Businesses employ
predictive analytics to detect data trends and identify threats and opportunities. Predictive
analytics is the practice of employing a combination of statistical methodologies such as data
mining, predictive modelling, and machine learning to determine the likelihood of a future event
based on current and previous data. Credit scoring is one of the first and most visible
applications of predictive analytics in the corporate world. It encompasses a variety of statistical
approaches such as data mining, predictive modelling, and machine learning, which examine
current and historical data in order to make predictions about future or otherwise unknown
events.

Predictive analytics is a term used in marketing to describe the use of current and/or historical
data combined with statistical approaches to estimate the possibility of a future event. When a
prospect meets a specific threshold in your lead scoring methodology, you may utilize the data to
activate appropriate marketing and prioritize your sales outreach efforts, depending on your
business model.
1.2 INDUSTRY PROFILE
Predictive analytics functions are used to forecast future trends and provide recommendations for
how businesses should adjust their marketing plans and strategies in response to these trends.
Data, statistical algorithms, and machine learning techniques are used in predictive analytics to
determine the likelihood of future outcomes based on historical data. In predictive analytics,
customer and audience segmentation lets you determine whether you should segment your
audience based on their behavior, demographics, firmographics, interests, or any other criteria.
We can utilize your client data to build identifications if you want to take your segmentation a
step further. In practice, this means identifying and targeting prospects who are similar to your
current customers in some way. In practice, the process boils down to ranking identified
prospects depending on their likelihood of converting based on previous customer data. While
we may believe that larger organizations take longer to complete a purchase than smaller
businesses, this is not necessarily the case. In the report, predictive analytics will not make any
decisions. It is your responsibility to analyses the data and turn it into valuable information. We
can then direct our marketing and sales efforts toward those prospects in the hope of converting
them before the deadline.

Predictive analytics is a sort of advanced data analytics that examines past data behavior and
projects data-driven insights as future outcomes. Predictive analytics is widely employed in
today's industries, including healthcare, life sciences, oil and gas, insurance, and so on, and it
provides the most accurate predictions when business plans and applications are well-defined.
Companies are currently coping with a deluge of data from transactional databases, equipment
log files and media files, sensors, and other data sources. Data analysts use predictive analytics
to analyses this data in order to gain insights and make predictions about future events.

Unified Marketing Measurement (UMM) is a marketing analytics strategy that combines

attribution models' aggregate data and insights into a single holistic measurement. This model
can be created based on the context of what needs to be predicted, utilizing the same data that
was obtained for data mining. The fresh data is incorporated into models to forecast future
outcomes once the model has been developed. A business expert, for example, can use current
customer data to create a cross-selling model that predicts what other goods they are likely to
buy from the same company.

Data Mining (DM) is the process of predicting outcomes by looking for anomalies, patterns, and
correlations in huge data sets. You may use this information to enhance sales, lower costs,
strengthen customer connections, reduce risks, and more using a variety of approaches. Data
mining aims to manage vast amounts of organized or unstructured data sets in order to uncover
hidden patterns and relationships among variables presented. These associations can be utilized
to understand the behavior of the event from which data is compiled once they've been
recognized.

Machine Learning (ML) is a type of artificial intelligence (AI) that enables software applications
to increase prediction accuracy without being specifically designed to do so. Machine learning
algorithms use historical data as input to forecast new output values. Iterative methods and
techniques in machine learning can be used to find patterns in large data sets and construct
models. Recommendation engines, for example, are widely used for online purchasing
recommendations since they create predictions based on previous purchases and browsing
behavior of consumers.

The promotion of brands using the internet and other forms of digital communication in order to
engage with potential customers is known as digital marketing. This encompasses not only
email, social media, and web-based advertising, but also text and multimedia messaging as a
marketing medium. Predictive analytics solutions could help segment marketing leads by
displaying adverts on websites and social media platforms depending on customer behavior and
interests. The tools can look into "expect to purchase" by analyzing consumer behavior based on
prior and current data to find people whose data matches ideal customers. The use of the internet,
mobile devices, social media, search engines, display advertising, and other platforms to reach
consumers is known as digital marketing.

Marketers could also use predictive analytics for lead scoring by analyzing data to determine
which prospects are potentially most valuable to the company, or to determine how likely
prospective consumers are to buy products or services and plan how and with what information
they should be contacted. Sales and promotion timing have become an art form, with predictive
analytics applied to customer, inventory, and historical sales data providing appropriate
circumstances/time for price reductions or increases.

A marketer is someone who works in the marketing department. A person whose major
responsibility it is to handle a product's or company's marketing resources. It all starts with in-
depth understanding of the sector. Many of the qualities of a successful performance marketing
manager begin with proactive study and education about industry trends. Marketers' performance
never stops learning since they gain from skill advancement. They are in charge of determining
the long-term strategic direction of numerous marketing channels. Finally, before launching any
form of campaign, they must be confident in leading and driving a strategy. Marketers must
interact and collaborate across teams and levels of the company to lead, manage, and work
closely with all internal and external teams in predictive analytics. The marketer should define
objectives and then report to management or direct to keep them up to date on the campaign's
progress. He or she should work with creative teams to create campaign designs and creative
materials that are channel-appropriate. To stay within budget or optimize budget, coordinate with
vendors and publishers for online paid channels, and negotiate with stakeholders where possible.

1.3 PROBLEM STATEMENT

We spend a lot of time discussing how predictive analytics may help us make better business
decisions, but we must equally realize that there are a few things that can go wrong. I've found a
few issues that I'd like to bring to your attention in the future, based on my research.

 Optimizing Promotion Opportunities as well as determining Customer Response in

the Predictive Analytics.

 To deduct the efficient Fraud identity in the Digital World with available predictive
analytics tools.
1.4 NEED FOR THE STUDY

The study's primary goal is to determine predictive analytics performance. This research
identifies and analyzes a marketer's level of involvement in digital marketing. It also helps in
understanding the methods used in B2B predictive analytics. The report also identifies the most
important technologies because they allow marketers to respond on data in real time while
presenting dynamic content automatically. In today's world, this is mostly focused on
maximizing promotion opportunities as well as identifying and preventing fraud. To concentrate
on the digital marketing models.

1.5 SCOPE AND SIGNIFICANCE OF STUDY

The importance of my project is to use Predictive Analytics to raise brand recognition for After
Sales Service (ASS) in digital marketing. Data mining and machine learning are used in
predictive analytics to incorporate the insights gained from multiple datasets, algorithms, and
models to forecast future behavior. Predictive analytics uses digital marketing tools to forecast
future events. In the digital environment, to make better media planning and purchase decisions.
Predictive analytics will be used to detect and prevent fraud in the digital world.

1.4 OBJECTIVES OF THE STUDY

• To identify the Marketers performance in Predictive Analytics

• To know the Current Engaging tools of Predictive Analytics by Marketers
• To determine the digital marketing tools in B2B
• To optimize Brand awareness to After Sales Service
• To estimate the benefit of outcome of the digital marketing
• To spot the Frauds in digital marketing
1.7 LIMITATIONS OF THE STUDY

The sample data for my study needs the responds from the marketers and business people, since
limited to an extent because it was little difficult to find the targeted people.

 People were not comfortable to disclose the tools and techniques that are used by them
for their organization/project report.
 Predictive analytics is a sort of analytics in which improving the operational efficiency of
one area of business might lead to unfair results.

CHAPTER – 2 REVIEW OF LITERATURE

Galit Shmueli and Otto R. Koppius, 2011 Predictive analytics in information systems
research. This research paper emphasizes the importance of incorporating predictive analytics
into information systems research and provides various real examples of how to do so. Despite
their importance, predictive analytics are rarely discussed in empirical IS research. To
demonstrate the fundamental differences between predictive analytics and explanatory statistical

modelling, we demonstrate how they differ at each stage of the modelling process. These
distinctions result in various end models, with a pure explanatory statistical model best suited to
evaluating causal hypotheses and a pure predictive model best suited to predicting predictive
power. To demonstrate these contrasts and show how predictive analytics may bring theoretical
and practical value to IS research, we turn a well-known explanatory paper on TAM into a
predictive context.

Piotr Tarka and Maciej Łobiński, 2014 Decision Making in Reference to Model of Marketing
Predictive Analytics – Theory and Practice. Predictive analytics are the tools employed in this
study, and they contain procedures specified by well-known rules coming from the domains of
econometrics and statistics, which include components of forecasting, modelling, and simulation.
In reality, they do their best to put them to use in order to better understand and adapt future
interactions with consumers, plan better product and pricing levels, and choose appropriate
distribution channels. Such businesses do not let such opportunities pass them by. As a result, we
expect their interest in pursuing marketing-mix using predictive analytical models to increase
rather than decrease.

Poornima. S and Pushpalatha. M, 2018 A survey of predictive analytics using big data with
data mining. Predictive analytics for the business and medical industries are already employed in
this survey document. Predictive analytics employs datamining techniques to make predictions
about future events, which are subsequently used to generate recommendations. The technique
entails a historical data analysis, followed by a prediction of future events based on that review.
Affinity analysis, in addition to classification and prediction, is one of the analytical approaches
utilized in predictive analytics. Also mentioned were the techniques and algorithms, as well as
the issues that arise when using big data. As a result, an unique technique or model for predicting
could be developed using predictive analytics modelling methodologies suitable for big data.
Vaibhav Kumar and M. L. Garg, 2018 Predictive Analytics: A Review of Trends and
Techniques. This study paves the way for the development of new predictive analytics
algorithms. Predictive models have a long history of being used for prediction tasks. Previously,
statistical models were employed as predictive models, and these models were based on sample
data from a huge data collection. The introduction of intelligent computation techniques and
algorithms has transformed the world of computation due to advances in artificial intelligence
and machine learning. Machine learning models have a long history of success when utilized as
prediction models. In the realm of predictive analytics, artificial neural networks ushered in a
revolution. Any value's output or future can be anticipated based on the input parameters.

Suryadi Tanuwijaya, Andry Alamsyah and Maya Ariyanti, 2021 Mobile Customer Behavior
Predictive Analysis for Targeting Netflix Potential Customer. In this survey, we'll talk about how
predictive analysis based on mobile consumer behavior data may be used to help mobile
operators' daily operations, such as marketing and sales targeting to potential customers. It is
predicted that by using this strategy, campaign costs will be lowered and the proper product will
be sent to the right client. Aside from Netflix, the same concept can be applied to any other VOD
platform.

Kasereka Henrys, 2021 Role of Predictive Analytics in Business. This research is about
Predictive analytics is a multidisciplinary study field. It's a group of technologies that work
together to figure out what's hidden in data and forecast the future. Maintaining a competitive
advantage has become a necessary corporate activity. The relevance of predictive analytics in
business is critical for survival, as evidenced by the various scenarios presented. In fact,
competitiveness is quite high, and each firm must be prepared and have appropriate predictive
information on which to make its judgments.

Bharati M. Ramager, 2010 Data Mining Techniques and Applications. This paper examines a
few data mining approaches, algorithms, and some of the corporations that have successfully
implemented data mining technologies to better their businesses. Data mining has a wide range
of applications in practically any industry that generates data, which is why it is regarded as one
of the most important frontiers in database and information systems, as well as one of the most
promising multidisciplinary advances in Information Technology.
Aurangzeb Khan, Baharum Baharudin, Lam Hong Lee and Khairullah khan, 2010 A
Review of Machine Learning Algorithms for Text-Documents Classification. With a focus on text
representation and machine learning techniques, the purpose of this study is to demonstrate the
fundamental concepts and methodology used in text document categorization while also
increasing awareness of some of the exciting challenges that remain to be solved. For a more
accurate categorization procedure, develop and examine feature selection approaches. To reduce
classifier training and testing time while enhancing classification precision, recall, and accuracy.
The use of semantics and ontology to classify documents and retrieve information. As a result,
further online data, integration, and schema matching study is necessary.

Teng Xiuyi, Gong Yuxia, 2018 Research on Application of Machine Learning in Data Mining.
The definition, model, development stage, classification, and commercial application of machine
learning are all discussed in this study, with a focus on machine learning's function in data
mining. Understanding the various machine learning approaches aids in selecting the most
appropriate strategy for a given application. As a result, this study outlines and analyses machine
learning technology, as well as its benefits and drawbacks in data mining. Machine learning
technology in data mining has been used in a variety of industries, including the financial, retail,
insurance, and telecommunications industries. When using data mining technologies, businesses
should be aware of the benefits and drawbacks of various technologies and processes, and
choose the best technology for the environment and task at hand.

James Cannella, 2018 Artificial Intelligence in Marketing. The era of AI Marketing is soon
approaching, according to this study, and it will have far-reaching ramifications. In an AI-
powered workplace, an individual's awareness of their role in creating and sharing value is
critical not only to their own success, but also to the success of their firm. Despite the major
difficulties that must be resolved before widespread use, artificial intelligence provides enormous
benefits to marketers, consumers, and society at large by enabling marketers to generate and
distribute value at scale to the right people at the right time in the right way. Fundamental
changes to the way marketers communicate with clients, the techniques and tools they employ to
achieve their goals, the types of abilities that are valued in the workplace, and the nature of their
day-to-day responsibilities are all part of the AI Marketing Era.
Shangran Li, 2019 Research on Data Mining Technology Based on Machine Learning
Algorithm. In this paper, a high-performance machine learning-based method for mobile terminal
location in an outdoor network is proposed. It has higher accuracy and reduced processing
complexity than standard approaches. Classification, regression analysis, association rules, and
clustering are the most common data mining tasks. The practice shows that using a machine
learningbased positioning method increases positioning accuracy and saves time complexity.

Dipti Theng and Mahesh Theng, 2020 Machine Learning Algorithms for Predictive Analytics:
A Review and New Perspectives. Predictive analytics employing machine learning and their
applications on real-world datasets were presented in this study. Various research efforts on
predictive analytics utilizing machine learning approaches are discussed, with future scope for
further extension listed. Three of the most common machine learning approaches in predictive
analytics are applied, and a comparison of their performance indicators is offered. SVM beat the
other learning algorithms in terms of accuracy and precision, according to the testing results.
SVM-based predictive analytics can be applied to a variety of real-world issues, including
classification and regression analysis. Many studies on kernel functions have been conducted in
order to improve SVM performance.

Tim Ambler and Flora Kokkinaki, 2000 Marketing Performance Measurement: Which Way is
Up. The research given in this article looks into the measurement of marketing performance in a
variety of industries. Although changes in the principal marketing asset must be taken into
account when evaluating marketing performance, few organizations specifically analyses brand
equity for this reason.

Marketers, according to the studies thus far, need to be more precise about what they intend to
achieve and improve their representation of their progress toward those goals. Marketers, on the
other hand, are in charge of making sure that performance is properly evaluated. Unless they
organize the exams in accordance with their own marketing plan, they may expect to be rated
harshly by other managers using other criteria.

Paweł Cichosz, 2011 Assessing the Quality of Classification Models: Performance Measures
and Evaluation Procedures. This article provides a thorough examination of methods for
evaluating classification models, as well as recommendations for their successful
implementation. Their common purpose is to assess model generalisation capabilities, which are
important in establishing the applicability and usability of classification and other data mining
models. The main contribution of this paper is a detailed examination of existing classifier
evaluation methodologies that are specifically adapted to the most common practical
applications. The classification approach and dataset properties, as well as the computational
resources available for model evaluation, which can be computationally demanding for large
datasets, all influence the optimal option.

Kamaldeep Kaur, Rattan Datta and Sunil Kumar Khatri, 2014 Analysis of various testing
techniques. This study investigates whether mutation testing could be a useful addition to the
testing procedure. If it is to be cost-effective, it is timeconsuming and requires the use of tools. If
we are to be confidence in the results, we must utilize a large number of mutants to improve
Residual Defect Density estimations. Object Orientation has a wide range of structural and
operational changes that are specific to objects. Tools like mu-Java take advantage of Java's
features to make mutant production and testing more efficient. Even with excellent techniques,
huge numbers of mutations might take a long time to execute.

Nick Phelps and Sophia Christakis, 2018 The Current State of Marketing Measurement and
Optimization. This study is predicated on Marketers must change their approach from passively
examining post-campaign data to actively evaluating results in order to influence future tactics.
Growing privacy concerns, as well as the prospect of new norms and regulations, emphasize the
importance of properly maintaining this information and establishing agreement to its usage.
Some companies have already realized this and are gaining an advantage over their competitors.
To supplement the quantitative study, five qualitative interviews were performed, all of which
matched the same criteria as the online survey.
Respondents were given a little gift as a thank you for their time.

Quinlan. J. R, 1986 Induction of Decision Trees. The purpose of this work was to show that the
technique for constructing decision trees from examples is fairly reliable. Commercial systems
today are effective tools that have achieved notable results. Advances have been made that will
allow such systems to deal with noisy, partial data that is typical of advanced real-world
applications. Several centers are working to increase the performance of the underlying
algorithms.
Dawn Iacobucci, Maria Petrescu, Anjala Krishen, Michael Bendixen, 2019 The state of
marketing analytics in research and practice. This study examines the usefulness of marketing
analytics for marketing research and practice by conducting a systematic assessment of
marketing research in the developing new field of "marketing analytics." They identified the
important themes and concepts linked to marketing analytics in marketing research, such as big
data, marketing metrics, and marketing analytics value, using a semantic and cluster analysis.
This article adds to the marketing literature by incorporating critical marketing analytics studies
and offering an overview of the research landscape. For a more natural manner to apply
theoretical discoveries in practice, practitioners receive recommendations and a summary of the
review. Academics can use these findings to discuss and show the application and benefits of
marketing analytics in the classroom.

Dr. Madhu Bala and Mr. Deepak Verma, 2018 A Critical Review of Digital Marketing. Digital
marketing, such as search engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, e-commerce marketing, campaign
marketing, and social media marketing, social media optimization, e–mail direct marketing,
display advertising, e–books, optical discs, and games, are becoming increasingly common in
our advancing technology, according to this study. Digital marketing is cost-effective and has a
significant commercial impact.

Kishan Prajapati, 2020 A Study on Digital Marketing and It’s Impacts. The research focuses on
digital marketing and its effects. The more time people spend online each year, the more digital
platforms they utilize play an increasingly important role in their lives. Because customers may
access digital platforms from anywhere in the world at any time, businesses must shift their
marketing strategies from traditional to digital. It demonstrates that consumers prefer to shop
online than go to a physical store. As customer buying habits evolve, businesses must adapt their
advertising strategies and embrace digital marketing channels.

Dr. Tejas B. Vyas, 2021 A Study on Analysis of Digital Marketing. This research is focused on
digital marketing. Digital marketing is more than just placing advertisements in entrances; it also
includes integrated managements and coordinated stations. Promoters are required to
successfully use these segments in order to arrive at objective meetings and create a product. In
this computerized time, the product promoter is no longer the concierge; instead, the supervisors
are those who are involved in the advanced phases. As a result, products must provide stages for
clients to comprehend their item or obtain a true texture of that product. He accepts that this
business story will be really valuable for marketers who want to learn about electronic marketing
and anticipate future systems.

Molly Maycock, Patrick Spenner, Robert Hamshar and Shelley West, 2012 The

Digital evolution in B2B Marketing Research Conducted by Marketing Leadership Council

Google. The goal of this study is to uncover common obstacles that marketing professionals in
major B2B firms have when it comes to building a digital marketing competence and supporting
a content-led marketing strategy. Create frameworks based on proven procedures and expert
analysis for understanding and overcoming those difficulties. Provide actionable ideas and case
studies to assist B2B marketing executives in overcoming their issues.

Joel Järvinen, Aarne Tollinen, Heikki Karjaluoto and Chanaka Jayawardhena, 2012
Digital and Social Media Marketing Usage in B2b Industrial Section. The study's goal was to
look into B2B companies' digital marketing tools, goals, measurement systems, and impediments
to adoption. To answer the research questions and satisfy the study objective, a thorough
literature evaluation of B2B digital marketing was undertaken. Five propositions were generated
based on the literature review to guide the analysis of study data. The theories were put to the
test in a study of B2B companies. The empirical evidence backs up the majority of the claims.

Neeraj Pandey, Preeti Nayal and Abhijeet Singh Rathore, 2019 Digital marketing for B2B
organizations: structured literature review and future research directions. The goal of this study
was to achieve the research's goal, therefore many research articles on B2B digital marketing
usage were reviewed. Several developing themes were discovered, and the majority of them
were validated through semi structured interviews with industry professionals. Finally, it can be
concluded that academic study in the field of B2B digital marketing is still in its infancy. Finally,
because each business has its own strategy to implementing B2B digital marketing, future
studies can adapt the framework to diverse industries such as manufacturing, information
technology, fast-moving consumer products, and healthcare.

Asaad Ali Karam and Serdar Saydam, 2015 An Analysis Study of Improving Brand Awareness
and Its Impact on Consumer Behaviour Via Media in North Cyprus (A Case Study of Fast Food
Restaurants). The findings of this study are in line with those of prior investigations. This idea
shows that the bulk of marketing communications instruments used to expose a brand have
inadvertent participation methods. Customer loyalty appears to boost brand awareness during the
information rally process, according to this study. The gratification-and-use principle According
to theory, one of the results of customer behavior in the context of social media is brand
awareness. The most effective variable on brand awareness, according to this study, is customer
image since it maximizes awareness during the engagement and contact stages. The study also
shows the relationship between media and brand awareness, as well as the Integrating Marketing
Communications Model for establishing brand equity.

Jose Prabhu. J, 2019 A Study of Digital Marketing and Digital Boom for Creating Brand
Awareness: The Importance and Suggestions for Creating a Successful Start-up. Digital
marketing has become an integral aspect of many businesses' operations. Even for the
entrepreneur these days, there is a very inexpensive and effective way to market his or her
products or services. Digital marketing may have a better chance of succeeding if it prioritizes
client demands. To choose the best way to drive up advanced advertising execution,
organizations should create inventive client experiences and clear media methods.

Sya’idah. E. H, Sugiarti. N, Jauhari. T and Dewandaru. B, 2019 The Implementation of

Digital Marketing towards Brand Awareness. Based on the foregoing, it can be concluded that
the use of digital marketing can help the Ayamjoper.id Company streamline its operations,
particularly in terms of product promotion and sales, despite its vast variety. Furthermore, using
a digital marketing plan using all media, including as YouTube, Facebook, Google My Business,
and notably the official company website, will help increase Ayamjoper.id's brand awareness.

Anna Makrides, Demetris Vrontis and Michael Christofis, 2019 The Gold Rush of Digital
Marketing: Assessing Prospects of Building Brand Awareness Overseas. This research produced
some intriguing findings that corroborated current literature, demonstrating that a SME can
improve its exposure to a wider audience by taking advantage of the myriad opportunities
provided by the digital world. Given that there is frequently a disparity between what customers
want and what marketers actually do to engage them, these insights can be extremely beneficial
to both organizations and marketers in narrowing the gap between consumer preferences and

their actions. Finally, there has been a lot of discussion in the marketing and consumer research
literature about digital marketing. Given the fast-paced nature of the digital world, however,
research that aims to increase our understanding of new occurrences and establish theoretical
frameworks in areas where there are none will be the most helpful.

Krishnaprabha. S and Tarunika. R, 2020 An Analysis on building Brand Awareness through

Digital Marketing Initiatives. The correlation between the main research variables shows that
there is a positive and significant association between digital marketing and brand awareness.
The model is adequate and fits the obtained data, according to the regression analysis. As a result
of their use of digital marketing, businesses can enhance consumer loyalty and communication
with them on a daily basis. When compared to the traditional marketing communication methods
that organizations use, consumers regard digital media as a more reliable source of information.

Dwiana Rahmadiati Putri, 2021 Digital Marketing Strategy to Increase Brand Awareness and
Customer Purchase Intention. The study was based on Ailesh Green Consulting's major concern,
which is a lack of brand awareness and client buy intent. Based on the questionnaire, the author
offered four suggestions to Ailesh Green Consulting to improve their brand awareness and client
purchase intent. Personal selling has not used digital marketing, and the existing digital
marketing plan is a website. Promotions are still reliant on word of mouth, and personal selling
has not used digital marketing.
CHAPTER 3 -RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Descriptive research involves many types of surveys and fact-finding inquiries. The primary goal
of descriptive research is to describe the current state of circumstances. The data collected
through the research paper, theory paper and finding the facts, which is Secondary Data.

Survey method allows you to gather large volumes of data that can be analyzed for frequencies,
averages and patterns. The data I have collected through circulating my questionnaire link
(google form), which is Primary Data.

3.2 SAMPLING TECHNIQUE

The sampling technique used here is Non-probability Sampling - Convenient Sampling Method.
The Sample size is 218 which is collected to the general public Madurai city. The Period of study
for my survey is Three months. The collection of data for survey took 15 days for 218 responses.
My targeted audience for this study is Marketing and Business People.

3.3 SOURCES OF DATA

One of the most crucial elements of a research paper is data collection. The data used in research
approach must be correct and up to date. There are two different types of data collection
procedures.
  PRIMARY DATA

In this study, a questionnaire method was utilized to gather data, and it was distributed in the
form of a link.

 SECONDARY DATA

Secondary data refers to information that is already available, i.e. information that has previously
been gathered and processed by someone else. The study's secondary data was gathered from
books, company websites, publications, and other sources.

3.4 STRUCTURE OF QUESTIONNAIRE

QUESTIONNAIRE PREPARATION

Any research project requires appropriate data, which can be obtained via a timetable or
questionnaire. It is simple to determine the level of involvement of so many people in the city
using a questionnaire.

PILOT SURVEY

It is critical to determine the instrument's applicability to the population being studied before
gathering relevant data to test the hypothesis. As a result, a pilot study was conducted with the
goal of evaluating the study's tools and determining whether they are giving the information
required.

TYPES OF QUESTIONS

 Direct questions

 Close ended questions

 Multiple choice questions

  Likert scaling questions

 Rank questions

3.5 SAMPLE SIZE

 Sample Size - 218

 Sample Location – Madurai

3.6 HYOTHESIS / ANALYTICAL TOOLS

HYPOTHESIS TESTING

 H0 – Null hypothesis (there is no significant relationship between the variables).

 H1 – Alternative hypothesis (there is significant relationship between the variables)

After analyzing the data, hypothesis testing is done. It will result in either accepting or rejecting
the hypothesis.

ANALYTICAL TESTS

 Chi-Square

 One Way Anova

 Rank Correlation

INFERENCE
After setting and testing the hypothesis, I came out with the conclusion. The explanation of
theory can also be considered as inference.

PREPATION OF REPORT AND PRESENTATION OF REPORT

Finally, I prepared a final report along with conclusion and suggestion, with the inference and
findings.
CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 TABLES AND CHARTS OF MY QUESTIONNAIRE

4.1.1 TABLE NO.1

Age wise classification of respondents
Age Frequency Percentage
21 – 30 years 100 45.90%
31 – 40 years 63 28.90%
41 – 50 years 30 13.80%
Above 50 years 25 11.50%
Total 218 100%

CHAT NO.1
Chart representing the age wise classification of respondents.
 Above 50 years,
AGE
11.50%

41 – 50 years,
13.80% 21 – 30 years,
45.90%

31 – 40 years,
28.90%

SOURCE: Primary Data INTERPRETATION:

From the above table and chart shows that 45.90% of respondents are from age group between
21-30, 28.90% of respondents are from age group between 31-40, 13.80% of respondents are
from age group between 41-50 and 11.50% of respondents are from age group Above 50 years.

INFERENCE:
Majority (45.90%) of respondents are from age group between 21-30 years.
4.1.2 TABLE NO.2
Gender wise classification of respondents
Gender Frequency Percentage
Male 110 50.50%
Female 108 49.50%
Total 218 100%

CHAT NO.2
Chart representing the gender wise classification of respondents.
 GENDER

Female, 49.50%

Male, 50.50%

SOURCE: Primary Data INTERPRETATION:

From the above table and chart shows that 50.50% from Male category and 49.50% from Female
category in the gender wise respondents.
INFERENCE:
Majority (50.50%) of respondents are male category based on my data collections.

4.1.3 TABLE NO.3

Educational qualification wise classification of respondents.
Educational Frequency Percentage
Qualification

Professional degree 35 16.10%

Post-graduation 84 38.50%
Under-graduation 91 41.70%
Other 8 3.70%
Total 218 100%

CHART NO.3
This chart represents the Educational qualification wise classification of respondents.
 EDUCATIONAL QUALIFICATION
Other, 3.70% Professional
degree, 16.10%

Under-
graduation,
41.70%

Post-
graduation ,
38.50%

SOURCE: Primary Data

INTERPRETATION:
From that above table and chart 16.10% of respondents are Professional degree holder, 38.50%
of respondents are Post-graduated, 41.70% of respondents are Under-graduated and 3.70% of
responded to others.
INFERENCE:
Majority (41.70%) of respondents are Under-graduated.

4.1.4 TABLE NO.4

Marital status wise classification of respondents.
Marital Status Frequency Percentage
Married 118 54.10%
Unmarried 100 45.90%
Total 218 100%

CHART NO.4
This chart represents the marital status wise classification of respondents.
 MARITAL STATUS

Married,
54.10%

Unmarried,
45.90%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 54.10% of respondents are Married and 45.90% of respondents
are Unmarried.

INFERENCE:
Majority (54.10%) of respondents are Married.

4.1.5 TABLE NO.5

Occupation wise classification of respondents.

Occupation Frequency Percentage
Business 89 40.80%
Employed 82 37.60%
Services 15 6.90%
Other 32 14.70%
Total 218 100%

CHART NO.5
This chart represents the Occupation wise classification of respondents.

OCCUPATION
Other, 14.70%

Services, 6.90%
Business,
40.80%

Employed,
37.60%

SOURCE: Primary Data

INTERPRETATION:
From that above table and chart 40.80% of respondents are Business, 37.60% of respondents are
Employed, 6.90% of respondents are Service and 14.70% of respondents are Other.
INFERENCE:
Majority (40.80%) of respondents are Business people.
4.1.6

TABLE NO.6
Annual Income wise classification of respondents.
Annual income Frequency Percentage
Below Rs. 1,50,000 32 14.70%
Rs. 1,50,000 – Rs. 3,00,000 23 10.60%
Rs. 3,00,000 – Rs. 5,00,000 70 32.10%
Above Rs. 5,00,000 93 42.70%
Total 218 100%

CHART NO.6
This chart represents the Annual Income wise classification of respondents.

ANNUAL INCOME
Below Rs.
1,50,000,
14.70%

Rs. 1,50,000 –
Rs. 3,00,000,
10.60%

Above Rs.
5,00,000,
42.70% Rs. 3,00,000 –
Rs. 5,00,000,
32.10%

SOURCE: Primary Data

INTERPRETATION:
From that above table and chart 14.70% of respondents are Below Rs.1,50,000, 10.60% of
respondents are between Rs.1,50,000-3,00,000, 32.10% of respondents are between
Rs.3,00,000-5,00,000 and 42.70% of respondents are Above Rs.5,00,000.
INFERENCE:
Majority (42.70%) of respondents are earning Above Rs.5,00,000.
Variables related Questions:
4.1.7 TABLE NO.7
Question based on responses
Do you aware of Digital Marketing sources
Digital Marketing Frequency Percentage
sources

Yes 183 83.90%

No 5 2.30%
Maybe 30 13.80%
Total 218 100%

CHART NO.7
This chart representing the response for the above questions.

Digital Marketing sources

13.80%

2.30%

83.90%

Yes No Maybe

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 83.90% of respondents have mentioned as Yes, 2.30% of
respondents have mentioned as No and 13.80% of respondents have mentioned as Maybe.

INFERENCE:
Majority (83.90%) of respondents are aware about digital marketing sources.
 TABLE NO.8

From the following Digital Marketing sources, which source you have heard off
Digital Marketing sources Frequency Percentage
Predictive Analytics 125 57.30%
Social Media Marketing 116 53.20%
Content Marketing 76 34.90%
Marketing Analytics 68 31.20%
Average 218 100%

CHART NO.8
This chart representing the response for the above questions.

Digital Marketing sources

Marketing Analytics 31.20%

Content Marketing 34.90%

Social Media Marketing 53.20%

Predictive Analytics 57.30%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 57.30% of respondents have mentioned Predictive
Analytics, 53.20% of respondents have mentioned Social Media Marketing, 34.90% of
respondents have mentioned Content Marketing and 31.20% of respondents have
mentioned Marketing Analytics.

INFERENCE:
Majority (57.90%) of respondents have heard off Predictive Analytics.
4.1.9
Question based on responses
TABLE NO.9

On a scale of 1 – 5 rate your preference on Predictive Analytics

Predictive Analytics Frequency Percentage
1 18 8.30%
2 27 12.40%
3 78 35.80%
4 45 20.60%
5 50 22.90%
Total 218 100%

CHART NO.9
This chart representing the response for the above questions.
20.6

22.9
%

%
0

0
8.30
%

12.40
%

PREDICTIVE ANALYTICS
35.8
%
0

1 2 3 4 5

SOURCE: Primary Data

INTERPRETATION:
4.1.10 TABLE NO.
Question based on responses
From the above table and chart 8.30% of respondents rated as 1, 12.40% of respondents
rated as 2, 35.80% of respondents rated as 3, 20.60% of respondents rated as 4 and 22.90%
of respondents rated as 5.

Technique Frequency Percentage

Decision tree 115 52.80%
Test analysis 78 35.80%
Neural networks 25 11.50%
Total 218 100%

CHART NO.10
This chart representing the response for the above questions.

PREDICTIVE ANALYTICS TECHNIQUE

Neural
networks,
11.50%

Decision tree,
52.80%

Test analysis ,
35.80%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 52.80% of respondents prefer Decision tree, 35.80% of
respondents prefer Test analysis and 11.50% of respondents prefer Neural networks.
4.1.11 TABLE NO.
Question based on responses

Predictive Analytics Model you are aware off

Model Frequency Percentage
Time series model 85 39%
Cluster model 73 33.50%
Classification model 38 17.40%
Forecast mode 22 10.10%
Total 218 100%

CHART NO.11
This chart representing the response for the above questions.

PREDICTIVE ANALYTICS MODEL

Forecast mode ,
10.10%

Classification
model, 17.40%

Time series
model, 39%

Cluster model,
33.50%

SOURCE: Primary Data

INTERPRETATION:
From the above tables and charts 39% of respondents have mentioned Time series model,
33.50% of respondents have mentioned Cluster model, 17.40% of respondents have
mentioned Classification model and 10.10% of respondents have mentioned Forecast
model.
INFERENCE:
4.1.12 TABLE NO.
Question based on responses
Majority (39%) of respondents are aware about Time series model in predictive analytics.

Could you specify the favorable Predictive Analytics tools as a marketer

Tools Frequency Percentage
Data mining 80 36.70%
Machine learning 101 46.30%
Unified marketing measurement 37 17%
Total 218 100%

CHART NO.12
This chart representing the response for the above questions.

PREDICTIVE ANALYTICS TOOLS

Unified
marketing
measurement,
17%

Data mining,
36.70%

Machine
learning,
46.30%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 36.70% of respondents have mentioned Data mining,
46.30% of respondents have mentioned Machine learning and 17% of respondents have
mentioned Unified marketing measurements.
INFERENCE:
Majority (36.70%) of respondents prefer Data mining as predictive analytics tools.
4.1.13 TABLE NO.
Question based on responses
4.1.14 TABLE NO.

Question based on responses

Problems can affect the Predictive Analytics
Problems Frequency Percentage
Lack of important data 45 20.60%
Lack of understanding to 60 27.50%
use data

Identifying the best tool 73 33.50%

Targeted advertisement 40 18.40%
Total 218 100%

CHART NO.13
This chart representing the response for the above questions.

PREDICTIVE ANALYTICS PROBLEMS

Targeted Lack of
advertisement, important data,
18.40% 20.60%

Lack of
Identifying the understanding
best tool, to use data,
33.50% 27.50%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 20.60% of respondents have mentioned Lack of important
data, 27.50% of respondents have mentioned Lack of understanding to use data, 33.50% of
respondents have mentioned Identifying best tool and 18.40% of respondents have
mentioned Targeted advertisement.
Predictive Analytics report is useful for decision making in the current organization /
project
4.1.15 TABLE NO.
Question based on responses
Decision Making Frequency Percentage
Strongly disagree 8 3.70%
Disagree 12 5.50%
Neutral 67 30.70%
Agree 80 36.70%
Strongly agree 51 23.40%
Total 218 100%

CHART NO.14
This chart representing the response for the above questions.

DECISION MAKING
Strongly
disagree, 3.70%
Disagree,
5.50%
Strongly agree,
23.40%

Neutral,
30.70%

Agree, 36.70%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 3.70% of respondents have mentioned Strongly disagree,
5.50% of respondents have mentioned Disagree, 30.70% of respondents have mentioned
Neutral, 36.70% of respondents have mentioned Agree and
23.40% of respondents have mentioned Strongly agree.
INFERENCE:
Majority (36.70%) of respondents have agreed that predictive analytics report is useful for
decision making in the current organization / project.
4.1.16 TABLE NO.
Question based on responses
Strategy you most prefer for Digital Marketing development as a marketer
Digital Marketing Frequency Percentage
Strategy
Influencer marketing 37 17%
Social media platforms 97 44.50%
E-Marketing 51 23.40%
Mobile Marketing 33 15.10%
Total 218 100%

CHART NO.15
This chart representing the response for the above questions.

DIGITAL MARKETING STRATEGY

Mobile
Influencer
Marketing,
marketing, 17%
15.10%

E-Marketing,
23.40%

Social media
platforms ,
44.50%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 17% of respondents have mentioned Influencer marketing,
44.50% of respondents have mentioned Social media platforms, 23.40% of respondents
have mentioned E-Marketing and 15.10% of respondents have mentioned Mobile
marketing.
INFERENCE:
Majority (44.50%) of respondents have mentioned Influencer marketing strategy for digital
marketing development.
4.1.17
Question based on responses
TABLE NO.16

Digital Marketing tools most used by you in Business to Business

Digital Marketing Tools Frequency Percentage

Design tool 50 22.90%
Analytics tool 55 25.20%
Content marketing tool 72 33%
Display advertisement 41 18.80%
tool

Total 218 100%

CHART NO.16
This chart representing the response for the above questions.

DIGITAL MARKETING TOOLS

Display Design tool,
advertisement 22.90%
tool, 18.80%

Analytics tool,
25.20%
Content
marketing tool ,
33%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 22.90% of respondents have mentioned Design tool,
25.20% of respondents have mentioned Analytics tool, 33% of respondents have
mentioned Content marketing tool and 18.80% of respondents have mentioned Display
advertisement tool.
. As an assumption from marketer, Customer prefer digital marketing for

Customer’s Preference Frequency Percentage

Product development 42 19.30%
Easy purchase 81 37.20%
Convenient price 65 29.80%
Easy return/repay 30 13.80%
Total 218 100%

CHART NO.17
This chart representing the response for the above questions.

CUSTOMER’S PREFERENCE
Easy Product
return/repay , development,
13.80% 19.30%

Convenient
price, 29.80%
Easy purchase ,
37.20%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 19.30% of respondents have mentioned Product
development, 37.20% of respondents have mentioned Easy purchase, 29.80% of
respondents have mentioned Convenient price and 13.80% of respondents have mentioned
Easy return/repay.
Satisfaction level of customer towards digital marketing performance assuming as
marketer.
Customer’s Satisfaction Level Frequency Percentage
Very satisfied 65 29.80%
Satisfied 91 41.70%
Neutral 54 24.80%
Dissatisfied 6 2.80%
Very dissatisfied 2 0.90%
Total 218 100%

CHART NO.18
This chart representing the response for the above questions.

CUSTOMER’S SATISFACTION LEVEL

Very dissatisfied,
Dissatisfied,
0.90%
2.80%

Very satisfied,
29.80%

Neutral,
24.80%

Satisfied,
41.70%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 29.80% of respondents have mentioned Very satisfied,
41.70% of respondents have mentioned Satisfied, 24.80% of respondents have Neutral,
2.80% of respondents have mentioned Dissatisfied and 0.90% of respondents have
mentioned Very dissatisfied. satisfaction towards digital marketing from
Marketer’s perception
Customer satisfaction 1 2 3 4 5
Price 6.90% 11.50% 28% 17.90% 35.80%
Product 3.70% 14.20% 39.50% 22% 20.60%
Delivery 6.40% 11.50% 28.90% 34.40% 18.80%
Shopping experience 11.50% 12.40% 22.90% 30.70% 22.50%
Customer service 9.60% 11.50% 30.30% 20.60% 28%

CHART NO.19
This chart representing the response for the above questions.
CUSTOMER SATISFACTION
%
35.80

%
0 28
% 28%

20.6

28.9

22.9
30.7
22.5

30.3
20.6
22%

%
%
%

%
%
%

34.40
%
0

0
0
0

0
17.90

14.20
%

18.80
%
3.70
%

11.50
11.50

6.40 %
6.90 %

11.50
12.40
11.50

9.60%
%
%
%
%

1 2 3 4
39.50
%

PRICE PRODUCT DELIVERY SHOPPING CUSTOMER

EXPERIENCE SERVICE

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart the 218 respondents have mentioned towards customer
satisfaction.
 Price, 6.90% of respondents have rated for 1, 11.50% of respondents have rated for
2, 28% of respondents have rated for 3, 17.90% of respondents have rated for 4 and
35.80% of respondents have rated for 5.
  Product, 3.70% of respondents have rated for 1, 14.20% of respondents have rated
for 2, 39.50% of respondents have rated for 3, 22% of respondents have rated for 4
and 20.60% of respondents have rated for 5.

 Delivery, 6.40% of respondents have rated for 1, 11.50% of respondents have rated
for 2, 28.90% of respondents have rated for 3, 34.40% of respondents have rated
for 4 and 18.80% of respondents have rated for 5.

 Shopping experience, 11.50% of respondents have rated for 1, 12.40% of

respondents have rated for 2, 22.90% of respondents have rated for 3, 30.70% of
respondents have rated for 4 and 22.50% of respondents have rated for 5.
 Customer service, 9.60% of respondents have rated for 1, 11.50% of respondents
have rated for 2, 30.30% of respondents have rated for 3, 20.60% of respondents
have rated for 4 and 28% of respondents have rated for 5.
INFERENCE:

 Majority (35.80%) of respondents have rated 5 for Price as customer satisfaction.

 Majority (39.50%) of respondents have rated 3 for Product as customer satisfaction.
 Majority (34.40%) of respondents have rated 4 for Delivery as customer
satisfaction.
 Majority (30.70%) of respondents have rated 4 for Shopping experience as
customer satisfaction.
 Majority (30.30%) of respondents have rated 3 for Customer service as customer
satisfaction.
4.1.19 TABLE NO.
Question based on responses

Digital marketing fraud you have identified the most as a marketer

Digital Marketing Fraud Frequency Percentage
Domain spoofing 52 23.90%
Click injection 46 21.10%
Cookie stuffing 90 41.30%
Ad stacking 30 13.80%
Total 218 100%

CHART NO.20
This chart representing the response for the above questions.

DIGITAL MARKETING FRAUD

Ad stacking, Domain
13.80% spoofing,
23.90%

Cookie stuffing, Click injection,

41.30% 21.10%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 23.90% of respondents have mentioned Domain spoofing,
21.10% of respondents have mentioned Click injection, 41.30% of respondents have
mentioned Cookie stuffing and 13.80% of respondents have mentioned Ad stacking.

INFERENCE: Majority (41.30%) of respondents have mentioned Cookie stuffing fraud

identified as a marketer.

Impact on the business due to digital fraud

4.1.20 TABLE NO.2
Question based on responses
Digital Fraud Impact Frequency Percentage
Wasting advertising budget 42 19.30%
Harming brand’s reputation 83 38.10%
Recovering money from fraudsters 61 28%
Generating fake leads 32 14.70%
Total 218 100%

CHART NO.21
This chart representing the response for the above questions.

DIGITAL FRAUD IMPACTWasting

Generating
fake leads, advertising
14.70% budget, 19.30%

Recovering
money from
fraudsters , 28% Harming
brand’s
reputation ,
38.10%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 19.30% of respondents have mentioned Wasting
advertising budget, 38.10% of respondents have mentioned Harming brand’s reputation,
28% of respondents have mentioned Recovering money from fraudsters and 14.70% of
respondents have mentioned Generating fake leads.
INFERENCE:

Majority (38.10%) of respondents have mentioned Harming brand’s reputation as digital

fraud impact
4.1.21 TABLE NO.2
Question based on responses
Could you specify the most favorable way to prevent digital marketing fraud

Digital Fraud Prevention Frequency Percentage

Maintain a add text file 31 14.20%
Setup custom alerts 80 36.70%
Feedback about page and add 67 30.70%
experience
Keep eye on copyright theft 40 18.30%
Total 218 100%

CHART NO.22

This chart representing the response for the above questions.

DIGITAL FRAUD PREVENTION

Maintain a add
Keep eye on text file,
copyright theft , 14.20%
18.30%

Feedback
about page and Setup custom
add alerts, 36.70%
experience,
30.70%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 14.20% of respondents have mentioned Maintain a add text
file, 36.70% of respondents have mentioned Setup custom alerts, 30.70% of respondents
have mentioned Feedback about page and experience and 18.30% of respondents have
mentioned Keep eye on copyright theft.
4.1.22 TABLE NO.2
Question based on responses
As a digital marketer, why do you prefer Predictive analytics
Why Predictive Analytics Frequency Percentage
Determining customer response 48 22%
Grow profitable customer 70 32.10%
Forecasting inventory resources 59 27.10%
Promoting cross-sell opportunity 41 18.80%
Total 218 100%

CHART NO.23

This chart representing the response for the above questions.

Promoting WHY PREDICTIVE ANALYTICS

cross-sell Determining
opportunity, customer
18.80% response, 22%

Forecasting
inventory Grow
resources, profitable
27.10% customer,
32.10%

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 22% of respondents have mentioned Determining customer
response, 32.10% of respondents have mentioned Grow profitable customer, 27.10% of
respondents have mentioned Forecasting inventory resources and 18.80% of respondents
have mentioned Promoting cross-sell opportunity.
4.1.23 TABLE NO.2
Question based on responses
As a marketer will you suggest predictive analytics to your friends and family
Will You Suggest Frequency Percentage
Yes 107 49.10%
No 76 34.90%
Maybe 35 16.10%
Total 218 100%

CHART NO.24

This chart representing the response for the above questions.

Will You Suggest

16.10%

49.10%

34.90%

Maybe No Yes

SOURCE: Primary Data

INTERPRETATION:
From the above table and chart 49.10% of respondents have mentioned Yes, 34.90% of
respondents have mentioned No and 16.10% of respondents have mentioned Maybe.
INFERENCE:

Majority (49.10%) of respondents have mentioned they will suggest predictive analytics to
their friends and family.
 4.2 TESTING

4.2.1 CHI SQUARE TEST

H0 – Null hypothesis there is no association relationship between the Preference on

Predictive Analytics and Predictive Analytics Model.
H1 – Alternative hypothesis there is association relationship between the Preference on
Predictive Analytics and Predictive Analytics Model.

PREFERENCE ON PREDICTIVE ANALYSIS * PREDICTIVE ANALYTICS MODEL

Crosstabulation

PREDICTIVE ANALYTICS MODEL

Time series
Cluster Classification Forecast Total
model
model model model

Count 8 5 4 1 18
1 Expected
7.0 6.0 3.1 1.8 18.0
Count
Count 10 10 4 3 27
2 Expected
10.5 9.0 4.7 2.7 27.0
Count
PREFERENCE
Count 36 24 11 7 78
ON
3 Expected
PREDICTIVE 30.4 26.1 13.6 7.9 78.0
Count
ANALYSIS
Count 8 19 10 8 45
4 Expected
17.5 15.1 7.8 4.5 45.0
Count
Count 23 15 9 3 50
5 Expected
19.5 16.7 8.7 5.0 50.0
Count
Count 85 73 38 22 218
Total Expected
85.0 73.0 38.0 22.0 218.0
Count
 Chi-Square Tests

Asymptotic
Value Df Significance
(2-sided)
Pearson
14.065a 12 0.297
ChiSquare
Likelihood
14.939 12 0.245
Ratio
Linear-by-
Linear 0.167 1 0.683
Association
N of Valid Cases
218

INTERPRETATION
Since 0.297 is greater than 0.05 at 5% level of significance, we should accept the Null
hypothesis and reject Alternate hypothesis. Hence, there is no association relationship
between the Preference on Predictive Analytics and Predictive Analytics Model.
 4.2.2 ONE WAY ANOVA TEST

H0 – Null hypothesis there is no significant difference between the Occupation and the
Predictive Analytics Technique.
H1 – Alternative hypothesis there is significant difference between the Occupation and the
Predictive Analytics Technique.

Descriptives

OCCUPATION

95%
Confidence
Std. Std. Interval for
N Mean Minimum Maximum
Deviation Error Mean
Lower Upper
Bound Bound
Decision
115 2.035 1.108 0.103 1.830 2.239 1.00 4.00
Tree
Test
78 1.910 0.956 0.108 1.695 2.126 1.00 4.00
analysis
Neural
25 1.720 0.891 0.178 1.352 2.088 1.00 4.00
networks
Total 218 1.954 1.033 0.070 1.816 2.092 1.00 4.00

ANOVA

OCCUPATION

Sum of Mean
Df F Sig.
Squares Square
Between
2.269 2 1.134 1.064 0.347
Groups
Within 229.273 215 1.066
 Groups
Total 231.541 217

INTERPRETATION

Since 0.347 is greater than 0.05 at 5% level of significance, we should accept the Null
hypothesis and reject Alternate hypothesis. Hence, there is no significant difference
between the Occupation and the Predictive Analytics Technique.

4.2.3 RANK CORRELATIONS

Rank Correlations

Shopping Customer
Price Product Delivery
experience service
Pearson
1 .546** .586** .370** .343**
Correlation
Price Sig.
0.000 0.000 0.000 0.000
(2tailed)
N 218 218 218 218 218
Pearson
.546** 1 .499** .408** .272**
Correlation
Product Sig.
0.000 0.000 0.000 0.000
(2tailed)
N 218 218 218 218 218
Pearson
.586** .499** 1 .297** .406**
Correlation
Delivery Sig.
0.000 0.000 0.000 0.000
(2tailed)
N 218 218 218 218 218
Shopping Pearson
.370** .408** .297** 1 .341**
experience Correlation
Sig. 0.000 0.000 0.000 0.000
(2tailed)
 N 218 218 218 218 218
Pearson
.343** .272** .406** .341** 1
Correlation
Customer
Sig.
service 0.000 0.000 0.000 0.000
(2tailed)
N 218 218 218 218 218

INTERPRETATION

Since the rank correlation coefficient between second judge and third judge is positive and
highest 0.406 among the five coefficients. Therefore, the Delivery and the Shopping
experience are nearer in the ranking on Customer Satisfaction level on digital marketing.

CHAPTER 5 SUMMARY OF FINDINGS, SUGGESTIONS &

CONCLUSION

5.1 FINDINGS

 Majority (45.90%) of respondents are from age group between 21-30 years.
 Majority (50.50%) of respondents are male category based on my data collections.
 Majority (41.70%) of respondents are Under-graduated.

 Majority (54.10%) of respondents are Married.

 Majority (40.80%) of respondents are Business people.

 Majority (42.70%) of respondents are earning Above Rs.5,00,000.

 Majority (83.90%) of respondents are aware about digital marketing sources.

 Majority (57.90%) of respondents have heard off Predictive Analytics.

 Majority (35.80%) of respondents have rated as 3 for Predictive Analytics.

 Majority (52.80%) of respondents prefer Decision tree technique in predictive

analytics.
 Majority (39%) of respondents are aware about Time series model in predictive
analytics.
 Majority (36.70%) of respondents prefer Data mining as predictive analytics tools.
 Majority (33.50%) of respondents have mentioned Identifying best tool as predictive
analytics problem.
 Majority (36.70%) of respondents have agreed that predictive analytics report is useful
for decision making in the current organization / project.
 Majority (44.50%) of respondents have mentioned Influencer marketing strategy for
digital marketing development.
 Majority (33%) of respondents have mentioned Content marketing tool used in B2B.
 Majority (37.20%) of respondents have mentioned customer prefer digital marketing
for Easy purchase.
 Majority (41.70%) of respondents are Satisfied with digital marketing performance.

 Majority (39.50%) of respondents have rated 3 for Product as customer satisfaction.

 Majority (34.40%) of respondents have rated 4 for Delivery as customer satisfaction.
 Majority (30.70%) of respondents have rated 4 for Shopping experience as customer
satisfaction.
 Majority (30.30%) of respondents have rated 3 for Customer service as customer
satisfaction.
 Majority (41.30%) of respondents have mentioned Cookie stuffing fraud identified as a
marketer.
 Majority (38.10%) of respondents have mentioned Harming brand’s reputation as
digital fraud impact.
 Majority (36.70%) of respondents have mentioned Setup custom alerts way to prevent
digital frauds.
 Majority (32.10%) of respondents have mentioned Grow profitable customer for
 preferring Predictive analytics.

 Majority (49.10%) of respondents have mentioned they will suggest predictive

analytics to their friends and family.
 (52.8%) have suggested for productive Predictive Analytics approach.
5.2 SUGGESTIONS

 Predictive Analytics is best source of digital marketing. The Business people should
be more aware off the tools and techniques of the predictive analytics, where they can
bring up a best decision for the organization/business using the composed report. The
productive predictive Analytics approach enable to get early warning.
 Since fixing the issue in early stage is easy as well as less effort, in encouraging for
fail fast approach. Data mining is effective, more promotional programs can be
planned. There should be regular tool for forecasting promotional advertising
techniques for professional. Predictive analytics is growing analysis which helping
business development.
 The advancements in the science of artificial intelligence and machine learning have
altered the realm of computation by introducing intelligent computation approaches
and algorithms. In the realm of predictive analytics, artificial neural networks
ushered in a revolution. With advances in machine learning and the development of
deep learning techniques and models in predictive analytics.
 Most marketers have yet to use collaborative filtering tactics, despite the fact that
practically all successful ecommerce businesses and streaming services use it to

locate relevant items and services. In practice, collaborative filtering boils down to
making content consumption, cross-sell, or upsell recommendations based on prior
behavior.
 As a result, digital marketing has proven to be one of the most effective strategies for
all businesses to promote themselves because it is easier and less expensive than
traditional marketing. Having a clear goal in mind will assist the entire team in
determining what they should be aiming for.
 The context of the forecast, the relevance and availability of past data, the desired
degree of accuracy, the time period to be predicted, the cost/benefit of the forecast to
the organization, and the time available for analysis are all factors that influence
technique selection. This is important since it pushes the team to focus on what needs
to be done if the targets aren't met or if they're deviating from the current tasks.
 Fundraisers can use predictive analytics to learn about the best tactics and timing to
maximize revenues. Predictive analytics provides sophisticated insights that provide
you a competitive advantage in any industry. Recruiters can precisely target their
 outreach using the information provided in order to achieve success at the lowest
feasible cost.
 Predictive analytics is often utilized in sales systems such as Salesforce, but it may
also be used to existing clients in field service or call centers. Salespeople can then
use this data to make recommendations or even change product placement based on
store-specific schematics. We can also predict client happiness for certain things to
analyses that are likely to be in high demand in the near future.
5.3 CONCLUSION

 The best source of digital marketing is Predictive Analytics. The predictive analytics is
most preferred and used by business marketers and business people, but are not aware
of the term. Predictive analysis gives you the clear view of the report, it makes
predictions about future outcomes using historical data in conjunction with statistical
modeling, data processing techniques, and machine learning.
 It's helpful for recognizing risks and opportunities. It's a powerful tool for a company's
forecasting strategy, and it's well-informed and useful for digital marketing. It is a
group of technologies that are used to uncover hidden information in data and predict
the future. Indeed, competition is tough, and each company must be prepared and have
important predictive data with a high level of precision on which to base its decisions.
 Predictions of future events are frequently made based on the existence or possibility of
data. Continuous and discontinuous changes can be dealt with using predictive
analytics. Any value's output or future can be anticipated based on the input
parameters. There's also the possibility of adding new features to current models to
help them perform better in the task.
 Predictive analytics was used to better assess the impact of seasonal trends on overall
sales, which helped them shorten their sales cycles. We use data analytics and business
insights to construct intelligent self-learning systems that aid in understanding the
target audience, discovering hidden hazards, and grabbing new opportunities as part of
our machine learning services.
 Using the appropriate tools and technology, we contribute to the vision of anticipating
market trends, buying patterns, and future changes that may affect the business. Across
many industries, predictive analytics is being used to power a variety of revenue-
focused initiatives.
 Effective predictive analytics approaches are becoming more widely available, putting
forecasting capability within reach of virtually every company. The information you
gather can also be utilized to improve future product design or establish better
operating practices.
 Predictive Analytics is more well-known among respondents than other digital
marketing sources. Decision tree techniques, time series models, and machine learning
tools are the most popular among business personnel.
 The most difficult difficulty a marketer faces is determining the appropriate instrument
for prediction in digital marketing. Content marketing is the ideal instrument to employ
on social media platforms to cover and catch the customer in digital marketing.
 Customers are really pleased with the results of digital marketing. Cookie stuffing is
one of the most common frauds, and it has a significant influence on the brand's
reputation. As a marketer, we may prevent this by making unique changes to the site
page. The primary goal of predictive analytics is to increase profitable customer
growth.
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Study on Impact of Predictive Analytics for Marketer’s Engaging Performance After
the Pandemic

QUESTIONNAIRE

Basic Questions

1. Name of the respondents ___________.

2. Age of the respondents
a) 21 – 30 years
b) 31 – 40 years
c) 41 – 50 years
d) Above 50 years
3. Gender of the respondents
a) Male
b) Female
4. Educational qualification of the respondents
a) Professional degree
b) Post-graduation
c) Under-graduation
d) Other
5. Marital Status of the respondents
a) Married
b) Unmarried
6. Occupation of the respondents
a) Business
b) Employed
c) Services
d) Other
7. Annual income of the respondents
a) Below Rs. 1,50,000
b) Rs. 1,50,000 – Rs. 3,00,000
c) Rs. 3,00,000 – Rs. 5,00,000
d) Above Rs. 5,00,000
Variables related Questions:

8. Do you aware of Digital Marketing sources

a) Yes
b) No
c) Maybe
9. From the following Digital Marketing sources, which source you have heard off
a) Predictive Analytics
b) Social Media Marketing
c) Content Marketing
d) Marketing Analytics
10. On a scale of 1 – 5 rate your preference on Predictive Analytics
11. Predictive analytics technique you prefer as a Marketer
a) Decision tree
b) Test analysis
c) Neural networks
12. Predictive Analytics Model you are aware off
a) Time series model
b) Cluster model
c) Classification model
d) Forecast model
13. Could you specify the favorable Predictive Analytics tools as a marketer
a) Data mining
b) Machine learning
c) Unified marketing measurement
14. Problems can affect the Predictive Analytics
a) Lack of important data
b) Lack of understanding to use data
c) Identifying the best tool
d) Targeted advertisement
15. Predictive Analytics report is useful for decision making in the current organization
/ project a) Strongly agree

b) Agree
c) Somewhat
d) Disagree
e) Strongly disagree
16. Strategy you most prefer for Digital Marketing development as a marketer
a) Influencer marketing
b) Social media platforms
c) E-Marketing
d) Mobile Marketing
17. Digital Marketing tools most used by you in Business to Business
a) Design tool
b) Analytics tool
c) Content marketing tool
d) Display advertisement tool
18. As an assumption from marketer, Customer prefer digital marketing for
a) Product development
b) Easy purchase
c) Convenient price
d) Easy return/repay
19. Satisfaction level of customer towards digital marketing performance assuming as
marketer a) Highly satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly dissatisfied
20. Rate on a scale of 1- 5 on Customer satisfaction towards digital marketing from
Marketer’s perception
a) Price
b) Product
c) Delivery
d) Shopping experience
21. Digital marketing fraud you have identified most as a marketer
a) Domain spoofing
b) Click injection
c) Cookie stuffing
d) Ad stacking
22. Impact on the business due to digital fraud
a) Wasting advertising budget
b) Harming brand’s reputation
c) Recovering money from fraudsters
d) Generating fake leads
23. Could you specify the most favorable way to prevent digital marketing fraud
a) Maintain a add text file
b) Setup custom alerts
c) Feedback about page and add experience
d) Keep eye on copyright theft
24. As a digital marketer, why do you prefer Predictive analytics
a) Determining customer response
b) Grow profitable customer
c) Forecasting inventory resources
d) Promoting cross-sell opportunity
25. As a marketer will you suggest predictive analytics to your friends and family
a) Yes
b) No
c) Maybe
26. Do you have any other suggestions for productive Predictive Analytics approach