Abstract

This study explores the application of data-driven marketing strategies to understand digital consumer behavior and enhance the marketing performance of mortgage products (KPR) at BRI Pandanaran Branch. In the context of rapid digital transformation in the banking sector, consumer decisions are increasingly shaped by data accessibility, personalization, and online interaction. The study focuses on identifying key behavioral patterns among BRI’s digital consumers and how big data analytics, behavioral segmentation, and predictive modeling support strategic marketing decisions. Using a qualitative descriptive approach combined with time-series data interpretation, the results reveal that integrating consumer insights from digital platforms significantly improves marketing precision and customer engagement. Data-driven personalized digital campaigns have increased conversion rates by 370% within four months and strengthened consumer trust in mortgage products. The findings highlight the vital role of digital behavior analytics in driving financial marketing innovation and provide a model for developing customer-focused mortgage marketing strategies in the digital era.