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@article{183320,
        author = {Naren S and Dr. M.R. Chandrasekar},
        title = {ROLE OF BIG DATA ANALYTICS IN DEVELOPING CUSTOMER – CENTRIC MARKETING STRATEGIES IN SCREENCART MARKETING LTD IN COIMBATORE CITY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {1341-1347},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183320},
        abstract = {In today’s digital-driven market, customer expectations are rapidly evolving, demanding personalized and data-informed marketing strategies. This study explores the significant role of Big Data Analytics (BDA) in enabling ScreenCart Marketing Ltd, a mid-sized firm in Coimbatore, to craft customer-centric marketing strategies. Coimbatore, known for its dynamic industrial growth, presents both challenges and opportunities for marketers. By leveraging BDA, ScreenCart can interpret vast amounts of customer data to uncover patterns, preferences, and behavioural insights that drive more targeted, relevant, and effective marketing campaigns. This research investigates how BDA contributes to improved customer engagement, campaign optimization, and strategic decision-making. Using a combination of primary data collection and analytical tools, the study identifies key benefits, challenges, and practical applications of integrating Big Data into marketing operations. The findings reveal that BDA not only enhances customer satisfaction but also positions the company for competitive advantage in a fast-changing business environment.},
        keywords = {Big Data Analytics, Customer-Centric Marketing, ScreenCart, Coimbatore, Data-Driven Strategy.},
        month = {August},
        }