Data-Driven Persona: How Business Intelligence Analytics Enhance Customer Experience for US Small and Medium Enterprises (SMEs)

Abstract

This research focuses on the use of Business Intelligence (BI) analytics among small and medium-sized enterprises (SMEs) and how these analytics aid in tailoring interactions with customers improve loyalty metrics such as click-through rates (CTR), customer lifetime value (CLV), and repeat purchase rates. The study conducted a thematic analysis of journal articles, books, and conference papers with specific search strategies and inclusion criteria aimed at relevance within the SME framework. Key Thematic analysis points to four major strategies: segmentation and profiling capture numerous data points, personalized content generation, optimization of touchpoints within the customer journey, and measurable metrics improvements in loyalty through BI adoption. Implications: The study showcases implemented strategically that BI tools increase engagement facilitate active loyalty, thus improving performance, enhancing competitiveness of the SME.  Additional empirical studies are necessary to confirm the findings across various SME industries, as well as devise strategies for SMEs that incorporate scalable and affordable BI solutions.