AI for Customer Behaviour Prediction in Digital Marketing

  • Authors

    • Dr. Noor Rahman Universiti Teknologi PETRONAS, Malaysia. Author

    DOI:

    https://doi.org/10.67228/30713315/IJAIDT-2023PI6S27

    Published 01-05-2023

  • Artificial Intelligence, Customer Behavior Prediction, Digital Marketing, Machine Learning, Deep Learning, Customer Analytics, Personalization, Predictive Modeling, Data Mining

    Issue

    Vol. 6 No. 1 (2023)

    Section

    Articles

    How to Cite

    [1]
    N. Rahman, “AI for Customer Behaviour Prediction in Digital Marketing”, IJAIDT, vol. 6, no. 1, pp. 01–15, Jan. 2023, doi: 10.67228/30713315/IJAIDT-2023PI6S27.

  • Abstract

    Artificial Intelligence (AI) is transforming digital marketing by enabling accurate prediction of customer behavior, personalized marketing strategies, and better decision-making. With the growth of online platforms and large-scale customer data, traditional methods are no longer effective. This paper explores AI-based models such as machine learning, deep learning, and hybrid approaches to predict purchasing behavior, churn, customer lifetime value, and engagement. It includes stages like data preprocessing, feature engineering, model training, and evaluation using techniques like logistic regression, decision trees, random forests, SVMs, and neural networks. The study also highlights applications in personalization, recommendation systems, targeted advertising, and customer segmentation, while addressing data privacy and interpretability. Results show that AI models outperform traditional methods in accuracy and business performance, demonstrating their potential to improve marketing efficiency and customer relationships.

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