International Journal of Contemporary Research in Multidisciplinary

Abstract:

Introduction: This study examines how big data influences marketing decision-making among professionals in Amravati, Maharashtra. As digital technologies rapidly expand across India, big data has emerged as an essential resource for businesses. It enables companies to understand customer behavior, fine-tune marketing strategies, and enhance return on investment (ROI). Despite its potential, adopting big data presents challenges, including high implementation costs, a lack of skilled personnel, and concerns over data privacy—challenges particularly evident in emerging markets like Amravati.

Methodology: A mixed-methods research design was employed, combining quantitative and qualitative approaches. Data was gathered through a survey conducted with 30 marketing professionals across various industries in Amravati. The analysis relied on descriptive statistics, chi-square tests, correlation analysis, and ANOVA. These methods assessed patterns in big data usage, its impact on marketing decisions, and the effectiveness of specific big data tools in improving marketing outcomes.

Results: The study revealed that most participants leverage big data for activities such as personalized marketing, tracking campaign performance, and analyzing customer behavior. Google Analytics and Tableau emerged as the most effective tools, with 85% and 70% of participants rating them favorably, respectively. Nonetheless, barriers remain: 50% of respondents identified high implementation costs, while 40% pointed to a lack of skilled professionals as significant impediments to wider adoption.

Discussion: These findings resonate with global and Indian research, demonstrating that big data enhances marketing effectiveness. Yet, the challenges observed in Amravati—such as cost barriers and skill shortages—mirror those seen in other parts of India. Compared to larger metropolitan areas like Bengaluru and Delhi, Amravati faces distinctive hurdles, such as limited access to resources and infrastructure. Addressing these issues will require affordable technological solutions and targeted upskilling initiatives to foster broader big data adoption in emerging markets.

Conclusion: Big data has proven its potential to transform marketing decision-making in Amravati, offering improvements in customer targeting, campaign performance, and ROI. However, addressing adoption challenges remains critical. Businesses should prioritize cost-effective technologies and invest in workforce development to bridge the skill gap. The study provides practical insights for both businesses and policymakers, contributing to the understanding of big data integration in emerging markets and outlining strategies to facilitate its adoption in marketing practices.

Keywords:

NIDDM, Malondialdehyde (MDA), Oxidative stress, lipid peroxidation

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