BIG DATA ANALYTICS IN DIGITAL MARKETING FOR ACHIEVING SUSTAINABLE INDUSTRY INNOVATION (SDG 9)

Povzetek

This paper discusses how big data analytics (BDA) are used in digital marketing as a sustainable source of industry innovation, focusing on its role in the Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure). Using evidence of cases in retail, manufacturing, and e-commerce, the study identifies how BDA increases personalization, better manages resources, and creates a sense of adaptive innovation in goods and services. Real- In a case study, the application of predictive data insights and analytics was shown to boost conversion rates by 20 to 25 percent, reduce inventory waste by as much as 30 percent, and shape the design of new energy-efficient products. The facts presented above demonstrate the capacity of BDA to customize the marketing plans to meet the sustainability goals by reducing the marketing inefficiencies, ecosystem costs, and environmental harm, and supporting the system of sustainable innovations. At the same time, the study also indicates the primary issues associated with the application of BDA. The challenges of data privacy, bias of the algorithm, and the untrustworthiness of consumers turned out to be the key obstacles to overcome, and the study revealed that over 60 percent of consumers remain worrying about how algorithms deal with data. Moreover, geographical differences in digital skills imply instead that developed nations are better placed in terms of analytics utilization and that the technology take-up rate is less than 15 percent in developing nations. This demonstrates the necessity to establish ethical governance models, a socially responsible data use environment, and investing in data digital infrastructure to make sure the rewards of BDA are fairly distributed. It has been concluded that implementation of BDA in this respect has immense potential but the implementation will depend on the governance model that must be participatory and transparent, as well as accountable. BDA might assist industries not only to build competitive advantage but also a transformed innovation engine that helped to progress the inclusiveness of SDG 9 promoted it.