EFFECTIVENESS OF PERSONALIZATION IN ENHANCING CUSTOMER EXPERIENCE AND DRIVING SALES: A DIGITAL MARKETING PERSPECTIVE

Abstract

Personalization in digital marketing significantly enhances customer experience and drives sales. This study employs a mixed-method approach to analyze the impact of personalization on customer satisfaction, retention, conversion rates, and average order value through survey data and sales records. Results demonstrate considerable improvements across all metrics, with statistical analyses confirming personalization as a strong predictor of marketing success. The findings contribute important insights for marketers seeking customer-centric strategies in competitive digital markets.