Enhancing Marketing Intelligence in the Insurance Sector: A Study in the Belgrade Region

Abstract

In the rapidly evolving landscape of data-driven business, marketing intelligence has become a cornerstone for organizational success. This entails the systematic collection, analysis, and interpretation of vast data sets, empowering businesses to make strategic marketing decisions. Employing techniques like data mining, machine learning, and sentiment analysis, marketing intelligence uncovers hidden patterns, identifies opportunities, and predicts challenges. A pivotal outcome is enhanced customer understanding through detailed profiles derived from sources like social media, website interactions, and purchase history. This depth of insight allows for the creation of personalized, precisely targeted campaigns, fostering stronger customer relationships and loyalty. Moreover, marketing intelligence facilitates data-driven decisions aligned with overarching business goals, optimizing resource allocation, budgeting, and strategic planning. Utilizing software solutions such as RapidMiner, organizations gain efficiency in data analysis, machine learning, and predictive analytics. Net Promoter Score (NPS) acts as a key metric, gauging customer sentiment and likelihood to recommend products or services. This paper focuses on evaluating customer satisfaction in the insurance sector, aiming to propose enhancements for service quality based on existing research results. Through a comprehensive examination of customer satisfaction levels, the study seeks to provide actionable insights for continual improvement.