Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{186865,
        author = {Dr. Yerramilli Poornima and Bhoomika AS and Aishwarya S},
        title = {Personalisation in Market: How brands use Data to Improve Customer Experience},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {2814-2827},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186865},
        abstract = {This research explores how brands use data-driven personalization to enhance customer experience, satisfaction, and loyalty in the digital marketplace. By collecting and analyzing customer data such as browsing behavior, purchase history, and social media activity, brands create tailored messages, offers, and product recommendations. The study, based on surveys from 62 consumers and interviews with 5 marketing professionals, found that most users respond positively to personalized marketing, with increased engagement and trust in brands. However, it also highlights growing concerns around data privacy, with many consumers demanding transparency and consent. The findings suggest that while personalization is a powerful tool for business growth, it must be implemented ethically and responsibly to ensure long-term customer trust and satisfaction.},
        keywords = {Personalization, Customer Experience, Data-Driven Marketing, Consumer Trust, Brand Loyalty, Targeted Advertising, Data Privacy, Digital Engagement, Ethical Marketing, Customer Satisfaction.},
        month = {November},
        }