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Customer Predictive Analytics Using Artificial Intelligence

Author

Listed:
  • SITI ZULAIKHA

    (Lecturer of Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia)

  • HAZIK MOHAMED

    (Managing Director, Stellar Consulting Group Pte. Ltd., Co-Founder, Joompa Pte. Ltd., Singapore)

  • MASMIRA KURNIAWATI

    (Universitas Airlangga Surabaya, Indonesia)

  • SULISTYA RUSGIANTO

    (Universitas Airlangga, Indonesia)

  • SYLVA ALIF RUSMITA

    (Universitas Airlangga, Indonesia)

Abstract

This conceptual paper exclusively focused on how artificial intelligence (AI) serves as a means to identify a target audience. Focusing on the marketing context, a structured discussion of how AI can identify the target customers precisely despite their different behaviors was presented in this paper. The applications of AI in customer targeting and the projected effectiveness throughout the different phases of customer lifecycle were also discussed. Through the historical analysis, behavioral insights of individual customers can be retrieved in a more reliable and efficient way. The review of the literature confirmed the use of technology-driven AI in revolutionizing marketing, where data can be processed at scale via supervised or unsupervised (machine) learning.

Suggested Citation

  • Siti Zulaikha & Hazik Mohamed & Masmira Kurniawati & Sulistya Rusgianto & Sylva Alif Rusmita, 2025. "Customer Predictive Analytics Using Artificial Intelligence," The Singapore Economic Review (SER), World Scientific Publishing Co. Pte. Ltd., vol. 70(04), pages 1009-1020, June.
    • Handle: RePEc:wsi:serxxx:v:70:y:2025:i:04:n:s0217590820480021
    DOI: 10.1142/S0217590820480021
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