Impact Of Digital Analytics On Brand Engagement Effectiveness

Abstract

Digital analytics in e-commerce created a new manner in which brands connect with their consumers. The evaluation of digital analytics tools namely AI algorithms and machine learning techniques and IoT applications examines their effect on Amazon India's engagement strategy across the Indore district. The survey research included 120 Amazon user responses from Indore City. Digital analytics tools act as a strong driver which boosts brand engagement through their power to explain 50% of its changing pattern. Consumer purchases and brand engagement outcome results from social media interactions through Facebook, Twitter, LinkedIn and YouTube (R² = 0.338 along with R² = 0.539) show that online connections significantly affect buying choices. Consumer loyalty toward brands depends on online verbal endorsements and sudden purchasing reactions according to the research findings. The research findings offer essential guidance to businesses which helps them tweak their digital methods while maximizing customer relations and improving brand customer retention. The research exclusivity to Indore city does not restrict the discoveries from delivering meaning to e-commerce markets on a wider scale. Future investigators should examine matched factors across various regions to establish the complete scope of digital analytics in consumer engagement processes. The research enhances prevailing discussions regarding data-based marketing methods and their capacity to build enhanced brand connections between businesses and consumers during digital times.