Marketing oparty na danych. Skuteczność i percepcja algorytmów predykcyjnych wśród konsumentów
Data-Driven Marketing: The Effectiveness and Perception of Predictive Algorithms Among Consumers

Summary/Abstract: The article focuses on the role of predictive algorithms in data-driven marketing and their ability to anticipate consumer needs. The main objective of the study was to examine the effectiveness of personalized marketing content and assess the impact of predictive technologies on purchasing decisions and customer loyalty. The research addresses a knowledge gap concerning the synergistic use of various predictive techniques within integrated marketing strategies. A mixed-method approach was applied, combining a literature review with empirical research based on an online survey involving 200 respondents. Statistical methods, including correlation and regression analysis, were employed. The results indicated that content personalization significantly influences purchasing behavior and consumer satisfaction. A positive correlation was also observed between online shopping frequency and the perceived accuracy of product recommendations. The article additionally considers the ethical and regulatory context of using AI in marketing, emphasizing the need for further research in this area. This study presents an interdisciplinary perspective, integrating technological, psychological, and legal aspects in the analysis of modern marketing strategies.

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