Abstract
Purpose: This paper explores the transformative integration of Google Analytics and Pega AI in predictive analytics, highlighting its potential to revolutionize data-driven decision-making.
 Methodology: By harnessing Google Analytics' extensive user interaction data alongside Pega’s advanced AI algorithms, businesses can create predictive models with unprecedented accuracy.
 Findings: This integration facilitates enhanced customer behavior predictions, optimized marketing strategies, and improved operational efficiencies. Through real-world case studies, the paper evidences the successful application and significant impacts of this synergy.
 Unique Contributor to Theory, Policy and Practice: Ultimately, the integration of Google Analytics with Pega AI emerges as a pivotal advancement, offering businesses unparalleled insights and a competitive edge in today’s data-centric landscape.
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