CONSUMER BEHAVIOUR ANALYTICS USING MACHINE LEARNING

Abstract

Analyzing customer behavior is the foundation of modern business and marketing strategy. In today's datarich environment, businesses have unprecedented access to user data. This wealth of knowledge presents both challenges and opportunities. Machine learning is a part of artificial intelligence that has become a powerful tool for businesses to understand, predict and optimize customer experience. This article explores the use of machine learning algorithms in customer behavior analysis by examining the process, benefits, challenges, and future directions of this dynamic field. Through comprehensive review of relevant literature, case studies, and realworld examples, this research focuses on understanding how machine learning is displacing the use of behavioral analytics.