Abstract
Purpose: The purpose of this publication is to present the applications of usage of business analytics in personalized customer experience. Design/methodology/approach: Critical literature analysis. Analysis of international literature from main databases and polish literature and legal acts connecting with researched topic. Findings: The applications of business analytics in personalized customer experiences span data collection, segmentation, predictive analytics, and multi-channel personalization, delivering greater customer satisfaction, revenue, and competitive advantage. Achieving this transformation requires the use of various software solutions, including CRM systems, marketing automation tools, analytics platforms, predictive analytics software, and recommendation engines. Harnessing the power of data and analytics is the key to gaining a competitive edge in this customer-centric era. Businesses that tailor their offerings to each customer's unique preferences and needs can not only meet but exceed customer expectations, ensuring growth and long-term success. Ultimately, personalized customer experiences, driven by business analytics, are not merely a response to customer demands; they are the path to unlocking the full potential of customer relationships and establishing a strong position in the ever-evolving marketplace. Keywords: business analytics, Industry 4.0, digitalization, artificial intelligence, real-time monitoring; customization, personalization. Category of the paper: literature review.
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