Personalization and Data-driven Marketing Case Study of Guaranty Trust Bank

• Author(s): Akinsanya A. M. ; Adeyeye T. C.
• Paper ID: 1704989
• Page: 620-625
• Published Date: 31-08-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 2 August-2023

Abstract

This study investigates the relationships between personalization strategies, data collection utilization, marketing effectiveness, customer satisfaction, brand loyalty, and privacy concerns in the context of Guaranty Trust Bank. A correlation analysis was conducted to examine the connections between these variables and customer engagement. The findings suggest that personalization strategies and data collection utilization have weak correlations with customer engagement, while marketing effectiveness is modestly linked to it. Brand loyalty appears to be more closely associated with marketing effectiveness, indicating potential indirect impacts on customer engagement. The study recommends a holistic approach to enhancing customer engagement, with a focus on optimizing marketing effectiveness.

Keywords

Personalization, data-driven marketing, customer engagement, marketing effectiveness, brand loyalty

Citations

IRE Journals:
Akinsanya A. M. , Adeyeye T. C. "Personalization and Data-driven Marketing Case Study of Guaranty Trust Bank" Iconic Research And Engineering Journals Volume 7 Issue 2 2023 Page 620-625

IEEE:
Akinsanya A. M. , Adeyeye T. C. "Personalization and Data-driven Marketing Case Study of Guaranty Trust Bank" Iconic Research And Engineering Journals, 7(2)