THE ROLE OF DATA ANALYTICS IN PERSONALIZING BANKING SERVICES: A NEW ERA OF CUSTOMER-CENTRIC MARKETING

Abstract

Data analytics is transforming the banking sector by enabling a new era of personalized and customer-centric marketing. In an increasingly digital landscape, banks leverage data analytics to understand individual customer preferences, predict financial needs, and provide tailored banking services. This article explores how data analytics tools, such as machine learning, predictive modeling, and real-time analytics, empower banks to enhance customer experience, foster loyalty, and drive engagement. By examining various applications and benefits of data analytics, this paper highlights the pivotal role data plays in shaping customer-centric marketing strategies and addressing industry challenges.