Discuss the role of data analytics in modern marketing strategies and how businesses leverage big data to gain insights and drive decision-making.

Data analytics plays a crucial role in modern marketing by providing insights into consumer behavior, preferences, and trends. Businesses leverage big data from various sources (social media, web analytics, purchase history) to make informed decisions. Techniques like predictive analytics, sentiment analysis, and customer lifetime value modeling help optimize marketing campaigns, personalize customer experiences, and improve targeting accuracy. Data-driven strategies enhance efficiency and effectiveness, leading to higher customer engagement and better ROI.