TRANSFORMING CUSTOMER BEHAVIOR ANALYTICS: THE ROLE OF MACHINE LEARNING IN TRENDS, CHALLENGES, AND FUTURE DIRECTIONS
MOHD RAHMAN BIN ABDULLAH
Abstract
Customer behavior analytics has been fundamentally transformed by the emergence of machine learning (ML) technologies. This paper examines the influence of machine learning on the development of customer behavior analytics, focusing on contemporary trends, obstacles, and future trajectories. The incorporation of ML algorithms has allowed businesses to gain more profound insights into customer preferences, purchasing behaviors, and overall conduct. Notable trends include the application of predictive analytics, the creation of personalized customer experiences, and the processing of real-time data. Nonetheless, several challenges hinder the complete realization of ML's potential in this area, including concerns about data privacy, algorithmic bias, and the requirement for extensive datasets. This paper provides an overview of how machine learning is reshaping customer behavior analytics and suggests strategies to overcome current challenges, ensuring ethical and sustainable implementation. Future directions suggest the development of more advanced ML models, better data integration, and enhanced regulatory frameworks to encourage innovation while protecting customer interests.
