Leveraging Social Marketing and Business Intelligence for Competitive Advantage

Abstract

Social marketing, combined with business intelligence (BI), has become an essential strategy for organizations aiming to enhance customer engagement and drive decision-making through data insights. BI tools provide a systematic approach to gathering, processing, and analyzing consumer data, enabling more effective and targeted social marketing efforts. This paper investigates how BI can be leveraged to improve social marketing outcomes by using pre-dictive models to analyze consumer behavior and optimize marketing campaigns. Through a comparative analysis of two predictive models—a regression-based model and a neural network model—this study explores their relative performance in delivering actionable insights for social marketers. The research demonstrates how integrating BI with social marketing allows companies to make more informed decisions, effectively allocate resources, and achieve greater returns on investment.