Abstract:
In the age of pervasive technologies, marketing strategies are undergoing fundamental transformations, with the
alignment of data-driven methodologies and human experience emerging as a pivotal challenge. On one hand, the
utilization of big data and advanced algorithms enables precise analyses of market trends and consumer behaviors; on
the other, the intuitive and emotional facets of human experience play a decisive role in building deep and meaningful
customer connections. This study adopts a critical reappraisal perspective to explore the tensions and potential synergies
between these two paradigms, proposing strategies for their optimal integration. The analysis reveals that an exclusive
reliance on quantitative data—without acknowledging the psychological and emotional complexities of consumers—
can result in superficial decision-making and an inability to adapt flexibly to market shifts. Conversely, a balanced
integration of insights derived from cutting-edge technologies with a nuanced understanding of human behavior
empowers organizations to optimize their marketing strategies in a multidimensional and comprehensive manner. By
reviewing both successful and less effective cases, this research identifies the strengths and weaknesses of current
approaches while addressing key challenges such as data privacy, the interpretation of incomplete datasets, and the
complexities inherent in behavioral analysis. The findings suggest that intelligently merging data-driven techniques
with human-centric insights can significantly enhance the effectiveness of marketing campaigns, boost customer
satisfaction, and secure a sustainable competitive edge. Nonetheless, these challenges necessitate innovative solutions
and adaptive strategies, ultimately paving the way for fresh perspectives on the evolution and development of marketing
strategies in the era of ubiquitous technologies.
Machine summary:
ir Journal of Intelligent Marketing Management ISSN: 2783-5405 A Critical Review of Intelligent Marketing Strategies: Challenges Between Data-Driven Marketing and Human Experience in the Era of Pervasive Technologies Mohammad Amin Torabi 1, Seyed Mohammad Sadegh Milani 1*, Ezatollah Abbasiyan 2 1- PhD in Business Management, University of Tehran, Tehran, Iran.
4 Journal of Intelligent Marketing Management / Torabi, Milani and Abbasiyan / Continuous Issue 27 Research Methodology To critically examine the challenges between data-driven marketing and human experience, the approach of the present research has been designed in a qualitative-exploratory manner.
6 Journal of Intelligent Marketing Management / Torabi, Milani and Abbasiyan / Continuous Issue 27 1- Challenges of data-driven marketing in facing human experience 1-1 Superficiality in data analysis A significant portion of managers and decision-makers believe that complete reliance on quantitative analyses can meet all information needs.
8 Journal of Intelligent Marketing Management / Torabi, Milani and Abbasiyan / Continuous Issue 27 3- Solutions for integrating data-driven marketing and human experience 3-1 Hybrid Data approach One of the solutions proposed in many companies is the integration of quantitative data (such as transactions, clicks, online purchases, etc.
The results of the studies showed that companies that have held training programs in the fields of data analysis, customer psychology, and creativity methods at various levels of the organization (from operational staff to senior managers) have been more successful in 9 Journal of Intelligent Marketing Management / Torabi, Milani and Abbasiyan / Continuous Issue 27 converging these two approaches have acted.
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