Management and Economics
| Open Access | AI-DRIVEN DIGITAL MARKETING ANALYTICS AND LEADERSHIP STRATEGIES FOR SUSTAINABLE BUSINESS INNOVATION: A MIXED-METHODS RESEARCH STUDY
Kazi Rezwana Alam , College of Graduate Studies, Central Michigan University, Michigan 48859, USA Kazi Rakib Hasan Saurav , College of Graduate Studies, Central Michigan University, Michigan 48859, USA Jesmin Ul Zannat Kabir , College of Graduate Studies, Central Michigan University, Michigan 48859, USA Md Saidur Rahman , College of Graduate School, South Dakota State University, South Dakota 57007, USA Md Imrul Hasan , College of Graduate and Professional Studies, Trine University, Indiana 46703, USA Chapal Barua , College of Graduate Studies, Central Michigan University, Michigan 48859, USAAbstract
This is a mixed-method research paper that explores how digital marketing analytics through artificial intelligence (AI) can transform business innovation in a sustainable way in the economic, social, and environmental facets. Despite the fast advancement of AI in marketing where 73% of the companies are already adopting AI tools in at least one marketing function, only a small percentage (5%) of companies attain full, quantifiable value. The study is a mix of quantitative data on the industry world data and qualitative data on the literature on leadership and sustainability to look into the impact of AI features of predictive analytics, customer segmentation, sentiment analysis, dynamic personalization, and automated optimization on marketing performance and sustainability outcomes. The statistically gathered evidence has shown that AI-based marketing correlates with 32% increase in ROI, as well as 40-fold campaign success, decrease in marketing wastes and 18% decrease in digital carbon footprint. Qualitative analysis indicates that effective leadership marked by data literacy building, ethical AI governance, interfunctional cooperation, and goal orientation towards ESG are important mediators in the influence of AI because they create the opportunity to implement it responsibly and create value in the long term. The research brings to the picture a whole-rounded conceptual framework that depicts the interconnection between AI capabilities, strategic leadership, and sustainable innovation. On the whole, the results indicate that AI-based digital marketing, with the assistance of effective leadership practices, is a strong tool that help organizations to become highly competitive, improve their operational performance, and achieve sustainable growth.
Keywords
AI Marketing, Digital Analytics, Sustainable Innovation
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Copyright (c) 2024 Kazi Rezwana Alam, Kazi Rakib Hasan Saurav, Jesmin Ul Zannat Kabir, Md Saidur Rahman, Md Imrul Hasan, Chapal Barua
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