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@article{200092,
        author = {Megha Purushottam Nandagawali and Prof.Abhijeet Gajbhiye},
        title = {A Study on the Use of Data Analytics and Information Technology in Marketing Decision-Making at Tata Motors, Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {573-579},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200092},
        abstract = {This trend has been a foundation of successful marketing decision-making within the fast-changing digital environment where the coming together of data analytics and information technology (IT) is a norm. The paper is an attempt to examine how data analytics and IT tools can be strategically used to enhance marketing decisions at Tata Motors, with a narrowed down view to its operations in Nagpur. The study will seek to know the role of insights, based on data in customer targeting, campaign optimization, and overall performance of marketing in the automotive industry. The paper is based on the theoretical and descriptive approach, using secondary sources of data, i.e., industry reports, academic and case studies. It discusses how important technological solutions such as Customer Relationship Management (CRM) systems, Artificial Intelligence (AI), predictive analytics, and online marketing platforms influence the formulation of marketing strategies. The study underscores that Tata Motors is able to use customer data obtained across various touchpoints by utilizing websites, social media, and dealership networks, to turn the gathered data into useful insights that enhance the efficiency of decision-making. The results suggest that data analytics usage can greatly improve the level of lead generation and customer segmentation and increase customer conversion rates and decrease marketing expenses. The IT systems facilitate processing and real-time monitoring of the performances and help the marketers to make informed decisions at appropriate time. In addition, individualized marketing, predictions of demand and behavioral analysis of customers with the help of AI-oriented tools adds to the efficiency of marketing campaigns. This work finds out that the combination of data analytics and IT is not only enhancing marketing decision-making but it is also offering a sustainable competitive advantage to Tata Motors in a very competitive automotive market. It also underlines the increased significance of embracing improved tools of analysis and digital technologies to create a successful business in the long-term perspective. The study further indicates that in the future, the industry will continue to experience further changes in the way marketers engage in their work, due to improved breakthroughs in the field of big data, machine learning, and automation.},
        keywords = {data analytics, Information Technology, Marketing Decision-Making, CRM, Digital Marketing, Tata Motors, Predictive Analytics, Customer Insights.},
        month = {May},
        }