ABSTRACT
The service industry now implementing machine learning to interpret customer behavior by improving marketing strategies. Traditional marketing approaches are not sufficient to reach customer expectations, because the data availability is vast at the digital platforms’ scenario. Machine learning makes organizations to study and analyze customer data, pattern identification and behavior prediction in large volumes. It encourages most effective marketing strategies as well as target marketing strategies.
This study evaluates on the machine learning roles in designing marketing strategies in the service industry. Secondary data used for this study; data collected from academic journals and machine learning related publications. Customer segmentation, personalization, demand forecasting and customer relationship management are the key areas where highlighted in this study.
The final result in other words findings of the study indicate by enabling data – driven decision making improves the efficiency and effectiveness of marketing strategies, that can be enabled by machine learning. However, the paper discovered a gap that is predictive and practical usage in marketing strategy. The approach of this study concludes that it is not technical tool alone as well as strategic element in the service marketing.
Keywords: Machine Learning, Marketing strategies, Service Industry
customer behavior.
