Abstract

This study examines how digital consumer behavior and data-driven marketing strategies accelerate business transformation in the digital economy. The research explores core analytical aspects including consumer segmentation, personalization, and digital engagement patterns to understand how businesses leverage real-time data for strategic decision-making and competitive advantage. Employing a descriptive analytical approach, this study reviews current digital marketing practices and consumer interaction trends across digital platforms. Results indicate that firms utilizing advanced data analytics experience improved targeting accuracy, higher conversion rates, and enhanced customer retention compared to traditional marketing approaches. The discussion highlights how integrated data insights strengthen campaign effectiveness, support agile strategic execution, and align marketing functions with broader organizational transformation goals. The findings demonstrate that data-driven marketing plays a crucial role in creating value, improving digital capability maturity, and fostering sustainable competitiveness in a rapidly evolving global business landscape.