A STUDY ON “THE APPLICABILITY OF ARTIFICIAL

INTELLIGENCE MARKETING FOR CREATING DATA –

DRIVEN MARKETING STRATEGIES AT CHERRI
TECHNOLOGIES, PONDICHERRY

MAJOR PROJECT REPORT

Submitted By

AYESHA.S

REGISTER NO: 23PMB019

Under the Guidance of

Dr. S. Pougajendy

Professor, Department of Management Studies

In partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

(An Autonomous Institution)
MADAGADIPET, PUDUCHERRY

DECEMBER-2024
 DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This is to certify that the project work entitled A STUDY ON “THE APPLICABILITY
OF ARTIFICIAL INTELLIGENCE MARKETING FOR CREATING DATA-
DRIVEN MARKETING STRATEGIES AT CHERRI TECHNALOGIES
PONDICHERRY” is a Bonafide work done by AYESHA. S (23PMB019) in partial
fulfilment of the requirements for the award of the Master's Degree in Business
Administration by Pondicherry University during the academic year 2023-2025.

PROJECT GUIDE DEAN-MBA

Submitted for Viva – Voce Examination held on

INTERNAL EXAMINER EXTERNAL EXAMINER

 DEPARTMENT OF MANAGEMENT STUDIES

DECLARATION

I, AYESHA. S (23PMB019), hereby declare that the project work entitled A STUDY
ON “THE APPLICABILITY OF ARTIFICIAL INTELLIGENCE
MARKETING FOR CREATING DATA-DRIVEN MARKETING
STRATEGIES AT CHERRI TECHNALOGIES PONDICHERRY” is an original
study carried out by me, under the guidance of Dr. S. POUGAJENDY. This project
report has not been submitted earlier to this University / Institution or any other body
for the fulfilment of the requirement of a course of study.

Place: Puducherry AYESHA.S

Date:
 ACKNOWLEDGEMENT

The successful completion of any task would be incomplete without mentioning the
names of persons who helped me to make it possible. We take this privilege to express
our gratitude and respect to all those who helped us in the completion of this project.

I express my deep gratitude to Shri. M. DHANASEKARAN Chairman &

Managing Director, Shri. S. V. SUGUMARAN Vice Chairman, and
Dr.K.NARAYANASAMY Secretary, Sri Manakula Vinayagar Educational Trust, the
Governing Body of Sri Manakula Vinayagar Engineering College, Madagadipet,
Puducherry.

I am extremely grateful to our Director cum Principal

Dr.S.K.VENKATACHALAPATHY for providing us with necessary and essential
facilities to do this project work.

I would like to thank to Dr. D. SARAVANAN MBA, PhD., Dean ,Department

of Management Studies, for providing all the guidance and support to do this project.

I would like to express my sincere gratitude to Dr. S. POUGAJENDY, my project

guide, Professor, Department of Management Studies whose expert guidance and support
helped me in the successful completion of this project.

I express my heartfelt thanks to ALL FACULTY MEMBERS in the Department

of Management Studies for their steadfast encouragement, wisdom and support during
this entire project.

I also take a moment to thank my family for keeping me in their blessings and for
their constant support which helped me to successfully complete this project.

AYESHA. S
 ABSTRACT

This study examines the use of Artificial Intelligence (AI) in developing data-driven
marketing strategies at Cherri Technologies, Pondicherry. A descriptive research approach
was applied, collecting data from 103 participants through structure questionnaires. Various
statistical tools, such as Chi-square, ANOVA, regression analysis, and correlation, were used
to analyse the data. The results indicate a strong association between the integration of AI
and the enhancement of marketing strategies, especially in terms of improving efficiency,
personalization, and customer engagement. Despite its advantages, obstacles like high
implementation costs, ethical concerns, and data privacy issues continue to hinder its full
adoption. The findings offer valuable insights for utilizing AI to create innovative marketing
strategies, while also addressing the challenges involved. The study highlights the need for
ongoing adaptation, ethical considerations, and further research into AI-driven marketing
practices.

KEY WORDS: Artificial Intelligence (AI), Data-Driven, Personalization, Digital Marketing

Strategies.
 TABLE OF CONTENT
CHAPTER NO PARTICULARS
PAGE NO
Introduction 1-11
1.1 General Introduction 1
1.1.2 Digital Marketing 1
1.1.3 Artificial Intelligence 3
1.1.4 Artificial Intelligence Impacting Marketing 4
1.1.5 Smarter Search 5
1.1.6 Smarter Advertisements 5
I
1.1.7 Key Uses of Artificial Intelligence 5

1.1.8 Intelligent Marketers Use Artificial 6

Intelligence
1.2 Objective of the Study 9
1.3 Scope of the Study 10
1.4Limitation of the Study 11
Review of Literature 12-21
2.1 Review of Literature 12
2.2 Company Profile 19
2.2.1 Background and Establishment 19
2.2.2 History 20
II 2.2.3 Mission 20
2.2.4 Vision 20
2.2.5 Projects 21
2.2.6 Achievements and Milestones 21
Research Methodology 22-26
3.1 Introduction Of Research Methodology 22
III 3.2 Types Of Research Design 23
3.3 Study Design 24
3.4 Collection of Data 24
 3.5 Population 25
3.6 Sample Size 25
3.7 Sampling Technique 25
3.8 Questionnaire Construction 25
3.9 Tools and Analysis 26
IV Data Analysis and Interpretation 30-59
Findings, Suggestions and Conclusion 60-68
5.1 Findings 60
V 5.2 Suggestion 66
5.3 Conclusion 68
ANNEXURE-I Bibilography
ANNEXURE-II Questionnaire
ANNEXURE-III Publication
 LIST OF TABLES

Table PAGE
Title
No NO
4.1 Age 32
4.2 Gender 33
4.3 Monthly Income 34
4.4 Education 35
4.5 Quality of Artificial Intelligence 36
4.6 Access to Sufficient Data 37
4.7 Targeting of Marketing Messages 38
4.8 Return on Investment 39
4.9 Data driven marketing strategies 40
4.10 Realtime Data Analysis 41
4.11 Level of Engagement with Company 42
4.12 Artificial Intelligence Data-Driven Service 43
Chi-Square Analysis: Artificial Intelligence and Artificial
4.13
Intelligence in Next 5 Years 44
4.14 Chi-Square Analysis: High Volumes and Customization 46
4.15 ANOVA: Marketing Campaigns and Data-Driven Tools 48
4.16 ANOVA: AI Efficiency and Personalization of Marketing 50
Pearson Correlation: Customization and Data-Driven Client
4.17
Interaction in Artificial Intelligence 53
Pearson Correlation: Actionable Insights and Client Engagement
4.18
Tools in Artificial Intelligence 55
Regression: Marketing Insights and Artificial Data Analysis in
4.19
Marketing 56
Regression: Artificial Intelligence Regulations and High-Speed
4.20
Efficiency in Marketing 58
 LIST OF CHARTS

Chart No. Title PAGE NO

4.1 Age Distribution 32
4.2 Gender Distribution 33
4.3 Monthly Income Distribution 34
4.4 Education Levels 35
4.5 Quality of Artificial Intelligence 36
4.6 Access to Sufficient Data 37
4.7 Targeting of Marketing Messages 38
4.8 Return on Investment 39
4.9 Data driven marketing strategies 40
4.10 Realtime Data Analysis 41
4.11 Level of Engagement with Company 42
4.12 Artificial Intelligence Data-Driven Service 43
 CHAPTER-I
INTRODUCTION

1.1 GENERAL INTRODUCTION

Marketing is the process of getting people interested in your company's product or service.
This happens through market research, analysis, and understanding your ideal customer's
interests. Marketing pertains to all aspects of a business, including product development,
distribution methods, sales, and advertising. According to Philip Kotler defines marketing as
“the science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit. Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers.
Marketing is a dynamic and multifaceted field that plays a critical role in the success of any
organization. At its core, marketing involves identifying and meeting human and social needs
through the creation, communication, and delivery of value. It is a strategic function that
helps businesses understand their market, target specific audiences, and differentiate their
products or services from competitors.

Marketing can be broadly defined as the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives. It encompasses a wide range of activities,
including market research, product development, branding, advertising, sales strategies, and
customer service. Marketing has evolved significantly over time. In the early 20th century,
the focus was primarily on product-centric approaches, emphasizing the features and benefits
of products. The mid-20th century saw the rise of the consumer-centric approach, which
focused on understanding and meeting consumer needs. Today, marketing is increasingly
driven by data and technology, with an emphasis on personalized experiences, digital
engagement, and real-time analytics. Marketing is defined as the process of creating,
communicating, delivering, and exchanging value to satisfy the needs and wants of target

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markets. This involves not only selling products and services but also understanding
customer preferences, shaping product offerings, and fostering long-term relationships. The
American Marketing Association (AMA) defines marketing as "the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large."

1.1.2 DIGITAL MARKETING:

In today’s digital age, marketing has transcended traditional boundaries and has become
increasingly integrated with technology. Digital marketing represents the use of digital
channels and tools to promote and manage brands, products, and services. It encompasses a
broad range of activities aimed at engaging with consumers, driving brand awareness, and
generating leads and sales through digital platforms. Digital marketing is the strategic use of
digital channels such as search engines, social media, email, websites, and mobile apps to
connect with consumers, drive engagement, and achieve marketing objectives. Unlike
traditional marketing, which relies on offline methods like print ads and television, digital
marketing leverages the internet and digital technologies to reach and interact with a target
audience in real-time. Digital marketing has evolved significantly over the past two decades,
driven by advancements in technology and shifts in consumer behavior. The rise of the
internet, mobile devices, and social media platforms has transformed how businesses
approach marketing. Early digital marketing efforts were focused on basic website
optimization and email campaigns, but today’s digital landscape offers a diverse array of
channels and sophisticated tools for targeting and engagement.

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1.1.3 ARTIFICIAL INTELLIGENCE:

Artificial Intelligence (AI) represents one of the most transformative technological

advancements of the 21st century. AI refers to the capability of machines to perform tasks
that typically require human intelligence. This includes activities such as learning, reasoning,
problem-solving, understanding natural language, and perceiving the environment. The rise
of AI is reshaping industries, influencing business strategies, and driving innovation across
various sectors. Artificial Intelligence is the field of computer science dedicated to creating
systems that can mimic human intelligence and behavior. It encompasses a range of
technologies and methodologies designed to enable machines to process information, learn
from data, and make decisions with minimal human intervention. Artificial Intelligence is a
multidisciplinary field within computer science that focuses on creating systems that can
perform tasks intelligently and autonomously. It is characterized by its ability to process data,
learn from experiences, adapt to new inputs, and make decisions. Artificial Intelligence (AI)

3
stands at the forefront of technological innovation, reshaping how we interact with the world
and revolutionizing various aspects of business and daily life. At its essence, AI refers to the
development of computer systems capable of performing tasks that typically require human
intelligence. This encompasses a broad range of capabilities, including learning, reasoning,
problem-solving, understanding natural language, and recognizing patterns.

Artificial Intelligence (AI) represents a groundbreaking advancement in technology that is

profoundly transforming various aspects of business and society. At its core, AI involves
creating computer systems capable of performing tasks that typically require human
intelligence, such as learning, reasoning, problem-solving, and understanding natural
language. This field encompasses a range of technologies and methodologies designed to
enable machines to process data, make decisions, and adapt to new inputs autonomously. AI
can be categorized into Narrow AI, which excels at specific tasks like voice recognition and
recommendation systems, and General AI, which aims to replicate human cognitive abilities
across diverse domains. Although General AI remains theoretical, the development of
Narrow AI has led to significant innovations in industries such as healthcare, finance, and
retail. For instance, AI-driven tools in healthcare assist in diagnosing diseases and
personalizing treatment, while in finance, AI algorithms optimize trading strategies and
detect fraudulent activities.

1.1.4 HOW IS ARTIFICIAL INTELLIGENCE IMPACTING MARKETING?

Al Marketing is quickly becoming an important ingredient that can no longer be ignored, so

what can marketers expect from Al both now and in the future, and how exactly will it impact
their overall business strategy? AI is transforming the way marketers approach their
campaigns. AI enables marketers to gain a deeper understanding of their customers and to
create personalized experiences for them. AI can be used to analyze customer data and to
identify customer segments with similar characteristics. This can then be used to target
specific audiences with tailored content, increasing engagement and driving conversions.

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1.1.5 SMARTER SEARCH:

Today's digital consumer can find information faster and more efficiently than ever before.
Thanks to a combination of social media and lightening fast search engines like Google,
people no longer spend excessive amounts of time sifting through information for what they
need. Google changes and improves its search algorithm almost daily and marketer must
recognize this and ensure their content stays optimized according to these changes.

1.1.6 SMARTER ADVERTISEMENTS:

Smarter ads will likely be one of the main reasons Al Marketing will have such an important
and lasting impact in the years to come. The ability for brands to use Al Marketing to develop
key strategy.

1.1.7 KEY USES OF ARTIFICIAL INTELLIGENCE IN TODAY MARKETING:

1.1.7.1 CHATBOTS:
If there's one type of Al that businesses see as a game-changer, its chatbots. Chatbots are
already on numerous websites, as they excel at answering customers: frequently asked
questions. The key fascination with chatbots is the impact they can have on the customer
experience. For some businesses, there aren't enough employees or hours in the day to answer
customer queries quickly.

1.1.7.2 CONTENT CURATIONS:

Al is not only able to generate content; it can also curate it. Content curation by artificial
intelligence will make it possible to better connect with visitors on certain websites and show
them more relevant content. This technology is commonly used to make personalized content
recommendations that the user may find interesting, such as the typical. "People who buy X
also buy Y," like we constantly see on Amazon.

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1.1.7.3 EMAIL MARKETING:

Brands are using the power of Al to personalize email marketing campaigns based on
preferences and user behaviors. This makes it possible to better connect with them and, with
a hit of luck, turn them into clients.

1.1.7.4 DIGITAL ADVERTISING:

Digital advertising is, without a doubt, the area of digital marketing that's most successfully
adopted artificial intelligence. For example, Facebook and Google ad platforms already use
machine learning and artificial intelligence to find people more prone to making the
advertiser's desired action.

1.1.8 Eight Ways Intelligent Marketers Use Artificial Intelligence:

1.1.8.1 AUTOMATED IMAGE RECOGNITION:

If you’ve recently used Google Photos, you may have noticed how good the system has
become at recognizing people and images. In recent years, software has become superhuman
at recognizing people, with accuracy exceeding 99%.

1.1.8.2 INTELLIGENT E-MAIL CONTENT CURATION:

Your team often spends hours compiling and scheduling weekly emails to multiple customer
segments. Even with smart subscriber segmentation, you can’t deliver a personalized email
to every single customer. Yet, a 2016 study by Demand Metric found that 80% of marketers
say personalized content is more effective than “impersonalized” content.

6
1.1.8.3 AI-ENHANCED PPC ADVERTISING:

Most marketers allocate their pay-per-click budgets to AdWords and Facebook. According
to eMarketer, Google controls 40.7% of the U.S. digital ad market, followed by Facebook
with 19.7%.

1.1.8.4 SMART CUSTOMER ENGAGEMENT:

Machine-learning algorithms also can help identify disengaged customer segments that are
about to churn or leave for a competitor.AI-powered tools in this category can help gather
data, build a predictive model, and test and validate that model on real customers. That
information can indicate what stage of churning the person is in. While quick-churn
customers (users who abandon a product shortly after starting to use it) are difficult to
reengage, late-churn customers (those who have a long-lasting relationship with your brand)
can be incentivized to keep using your product.

1.1.8.5 AI-POWERED CUSTOMER INSIGHTS:

Where it would take humans an immense amount of time to crunch all the numbers and match
them to customer’s behavioral patterns, AI can give marketing insights on the fly. Dynamic
Yield helps the likes of Under Armour, Sephora, and Urban Outfitters build actionable
customer segments by using an advanced machine-learning engine.

1.1.8.6 AI-POWERED CONTENT CREATION:

Natural-language generation holds tremendous potential in making the work of content

creators more efficient. By 2018, Gartner predicts, 20% of all business content will be
authored by machines.

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1.1.8.7 CONTENT-CREATION CHATBOTS:

If you’ve recently chatted online with a customer service rep, your helpful correspondent
named Ashley or Jen might have held a little secret – she’s a bot. From fashion to health to
insurance, intelligent chatbots are providing borderline magic customer support. And in some
cases, they’re better at creating personalized content than humans.

1.1.8.8 HIGHLY PERSONALIZED WEBSITE EXPERIENCE AND BETTER:

While AI’s capacity is far from being able to build new websites from the ground up, it can
help you enhance your visitor experience with intelligent personalization on your site.

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1.2 OBJECTIVE OF THE STUDY

• To identify the artificial intelligence challenges of a company.

• To analyze the impact of artificial intelligence on marketing efficiency.

• To analyze the challenges faced by business in adopting artificial intelligence data driven
marketing strategies.

• To identify the level of artificial intelligence adoption in marketing.

• To analyze how artificial intelligence affect client’s engagement level.

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1.3 SCOPE OF THE STUDY

• This Research study helps for future reference who carry out the research in the similar
field.
• The study provides a framework and insights that future researchers can leverage when
investigating AI-driven marketing strategies.
• The research investigates how AI adoption affects client engagement levels, providing
insights for enhancing customer relationships.
• The study explores market trends in AI, offering strategic recommendations for
businesses aiming to integrate AI into their marketing strategies effectively.
• Identify the adoption level of AI technologies in marketing operations at Cherri
Technologies.
• Study the impact of AI on client interaction quality and engagement levels.
• Offer actionable strategies for implementing AI in marketing processes at Cherri
Technologies.

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1.4 LIMITATION OF THE STUDY

• The study is restricted only to Puducherry city and hence the study cannot be
generalized.

• The study data was restricted to respondents during the time period of the study, which
may be subjected to change in future.

• Due to their busy schedule, some customers feel hesitated to answer the questions.

• The information collected and extracted shall be valid for 6 months only.

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 CHAPTER-II

REVIEW OF LITERATURE

2.1 LITERATURE SURVEY

Russel, Norvig (2016) Artificial intelligence describe machines (computers) that simulate
cognitive and affective functions of human mind. The development of Artificial intelligence
is phenomenal and experts have worked tirelessly to advance AI concepts over the few
decades. The work led to some major innovations like big data analytics and machine
learning applications in myriad sectors and context.

Chaffey and smith (2017) The authors conclude that AI empowers marketers by
transforming raw customer data into valuable insights that improve customer engagement,
segmentation, and personalized marketing efforts. AI's automation of data processing
enhances strategic decisions and customer targeting.

Kietzmann, Paschen & Treen (2018) The study concludes that AI can significantly enhance
customer satisfaction by analyzing and leveraging large amounts of customer data. AI helps
create dynamic and adaptive marketing strategies, offering real-time personalization and
improving customer experiences through targeted campaigns.

Balducci &Marinova (2018) The authors conclude that AI enables marketers to extract
insights from unstructured data sources, such as social media and customer reviews. AI’s
ability to analyze this data creates opportunities for more tailored marketing strategies,
improving customer engagement and brand loyalty.

The new form of intelligence is different from our own, and it perceives the world through
the prism of Big Data. It has its logic, it seems to be from elsewhere, and this elsewhere is
the primary development center of key digital players (Latrate, 2018). Hence, Kumar et al

12
enlightened that artificial intelligence is aiding an approach to creating, communicating, and
delivering personalized offerings to customers.

Khan, Rahmani, & Shah (2018) is typically a deep-learning, feedforward neural network
that contains at least one convolutional layer. Convolutional layers automatically identify
patterns in data (usually images), and stacking a sequence of convolutional layers allows the
network to identify increasingly complex patterns. For instance, the first layer of a
convolutional neural network may learn to identify horizontal, vertical, and diagonal edges
in a picture; the second layer might learn to combine these edges to identify eyes, noses, and
mouths; and the third layer might combine these patterns to identify visages.

Wilson and Daugherty (2018): They discussed AI's capacity to augment human decision-
making in marketing. AI tools refine strategies by providing accurate data-driven insights,
enabling better customer engagement. The study highlighted how AI balances automation
with creativity for optimal results.

Gacanin and Wagner (2019) Described the implementation challenges of autonomous

customer experience management (CEM). The paper also narrated how the intelligence
network and critical business value driver were established through AI and ML. Customer
experience improved through AI-driven chatbot with Natural Language Processing (NLP)

Haenlien & Kaplan (2019) The authors conclude that AI will continue to reshape marketing
by enabling more efficient data-driven decision-making. AI’s capacity to analyze vast
datasets in real time is essential for developing strategies that are more adaptive to consumer
needs and market changes.

Sha and Rajeswari (2019) Described the advancement of AI and demonstrated the AI-
supported machine, which can track the five senses (sight, hearing, taste, smell and touch) of
humans. The result showed a better consumer-brand association and product-brand
association in the e-commerce business.

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Marketing is still about reaching consumers effectively, informing them, persuading them,
motivating them, and ideally bringing them back for more (Pradeep et al., 2019).
Furthermore, adjusting marketing strategies to attract consumers requires information about
the factors that affect consumption and the ability to decipher and transform them into
specific marketing strategies (Theodoridis, Sarmaniotis, & Stalidis, 2019).

Rindfleisch & Alan (2019) argued that now, in the digital age, computers, smartphones, and
social media link individuals worldwide, providing endless potential for connecting or
disconnecting. Thus, according to Wilson (2019), the wealth of new data poses a substantial
threat and untapped opportunity for individuals, practitioners, and businesses alike when it
comes to ideating and producing effective business and marketing content, as well as keeping
in touch with growing online and offline competition.

Kumar et al (2019) conducted on the power of AI in marketing. The paper explores how
AI-driven marketing tools enable data collection, analysis, and customer profiling. It suggests
that AI transforms traditional marketing by enabling marketers to make more accurate
predictions, increase personalization, and improve customer engagement.

Haenlein & Kaplan (2019) AI is reshaping marketing through data-driven decision-making.

The ability to analyse large datasets in real-time is critical for developing strategies that adapt
to consumer needs and market dynamics.

Kumar V.&Reinartz, W. (2019). The authors discuss the transformative impact of AI on

customer engagement strategies. They conclude that AI-driven insights enable marketers to
personalize interactions, enhancing customer loyalty and satisfaction. The integration of AI
in CRM systems is vital for understanding consumer behavior and predicting future trends.

Huang and Rust (2020) Content analytics can optimize value and message effectiveness.
Customer likings and disliking can be tracked in real time with emotive AI

14
algorithms. netnography on social media content offers new avenues for marketers to align
their marketing strategies as per the customer liking

De Bruyn et al. (2020) argued that most AI applications in the business area refer to the use
of deep artificial neural networks to solve complex predictive tasks that were deemed
unsolvable less than a decade ago. Moreover, according to Vlacic et al. (2021), an increasing
amount of research on AI in marketing has shown that AI can mimic humans and perform
activities in an "intelligent" manner. Consequently, AI is becoming increasingly important in
marketing.

Davenport, T. H., Guha, A., & Grewal, D. (2020) The authors provide a
framework for understanding AI's role in marketing, highlighting its potential to enhance
customer experiences and optimize marketing channels. They conclude that businesses
must adapt to these changes to remain competitive.

Wang, Y., & Kim, H. (2020) The explores how AI enhances customer personalization
efforts. They conclude that AI technologies, such as recommendation systems, significantly
improve engagement and conversion rates by delivering tailored content that resonates with
individual preferences.

Brynjolfsson & McAfee (2020) Suggest that AI will continue to evolve in areas such as
natural language processing (NLP) and computer vision, making customer interactions
even more personalized.

Dumitriu & Popescu (2020) argued that marketing had reached a point in its evolution
where adapting to digital trends is imperative. However, according to (Soni, 2020; Chen et
al.,2021), although it seems to be a push for marketers, all automated applications and
systems based on AI only diminish the complexity of the classic targeting and customization
process.

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Today, the emerging and critical issue for marketers is not whether to use AI to address these
challenges and many others but which AI technologies and methodologies to use . Moreover,
incorporating digital strategy into firm strategy is a core competency in producing value and
essential positioning (Zahay, 2020).

Technological advancements are enabling enterprises to produce massive quantities of goods

and use digital marketing to expand industries' opportunities to advertise and sell products to
clients, digital marketing has the potential to have a profound effect on individuals at a
specific moment, in a specific location, and via a specific channel. Furthermore, Industrial
advancements in digital marketing are the result of merging big data and scientific study on
smart applications (Ali & Manisha, 2020).

De Bruyn et al. (2020) argued that most AI applications in the business area refer to the use
of deep artificial neural networks to solve complex predictive tasks that were deemed
unsolvable less than a decade ago. Moreover, according to Vlacic et al. (2021), an increasing
amount of research on AI in marketing has shown that AI can mimic humans and perform
activities in an "intelligent" manner. Consequently, AI is becoming increasingly important in
marketing.

Presently, the field of artificial intelligence has witnessed a significant growth in its
application within the domain of marketing. Notably, AI has been employed for natural
language processing, specifically for the purpose of sentiment analysis in social media
platforms, as highlighted by Van Krieken et al. (2020)

Jarek and Mazurek (2021): They explored how AI technologies like chatbots and voice
assistants improve customer service. These tools provide instant responses, enhancing
customer experiences and satisfaction.

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Yao et al. (2021): The authors explored AI's application in digital advertising, emphasizing
its ability to provide real-time feedback. AI improves ad targeting, optimizes budgets, and
enhances ROI for businesses.

Edelman & Singer (2021) show how AI models help marketers predict trends in consumer
behavior, product preferences, and purchase timing, facilitating better decision-making.

Mohammed & Ozdamli (2021) The AI-powered elements are now the most preferred for
filling the gap within massive amounts of user information and following effective steps for
future campaigns. Artificial intelligence (AI) is clueless when it comes to achieving
marketing goals. They will require experience and patience to learn about the corporate goals,
customer requirements, patterns, and the larger context to achieve mastery. It takes not just
five hours, but it also necessitates data quality assurance. If AI technologies aren't properly
taught with more recent and relevant data, they'll make poor choices that aren't in line with
customer demands, reducing the product's efficacy. Digital marketers may find it difficult to
persuade corporate stakeholders of the value of AI. Although ROI and effectiveness can be
easily tracked, explaining how AI has enhanced the shopping or the firm’s brand image is
tricky

The marketing world is going through a radical transformation with machine learning and
artificial intelligence (Syam & Kaul, 2021). Besides, the world we live in is changing at an
accelerated pace, driven by technological development. Moreover, the change's speed, depth,
and scale revolutionize the entire sector of sustainable marketing and its applicability in
market strategy.

Pitt et al. (2021) argued that Artificial intelligence is a killer app with specific marketing
applications. Besides, according to Verma et al. (2021), AI is the latest technological
disrupter and holds immense marketing transformation potential. The imperative is clear,
marketing professionals today must integrate AI into their marketing strategies if they expect
to keep up with, much less bear the competition.

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THANGARAJ & SUDHA (2022) Meanwhile, artificial intelligence (AI) is revolutionizing
the planning and purchasing process across all media, including digital, conventional, and
out-of-home. Reporting, auditing, spot-checking, and other routine tasks which form the
backbone of any media business can be totally automated, allowing professionals to focus on
strategy and creativity.

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2.2 COMPANY PROFILE

Cherri Technologies, located in the vibrant union territory of Puducherry, India, stands as a
symbol of innovation, excellence, and commitment to technology-driven growth. Founded
with the mission of empowering businesses and individuals through cutting-edge
technological solutions, Cherri Technologies has carved a niche for itself in the rapidly
evolving IT and software development landscape. The company is renowned for its holistic
approach to problem-solving, offering a diverse range of services tailored to meet the unique
needs of its clients.

2.2.1 BACKGROUND AND ESTABLISHMENT

Cherri Technologies was established during a time when the demand for digital
transformation was steadily increasing across various sectors. Leveraging the strategic
advantage of being based in Puducherry, a region known for its cultural richness and growing
economic potential, the company set out with a vision to blend technological expertise with

19
innovative thinking. The founders of Cherri Technologies envisioned creating a platform that
would not only contribute to local economic development but also compete on a global scale.

From its humble beginnings as a small startup, Cherri Technologies has grown into a
formidable player in the IT and software development industry. Its evolution is marked by
continuous investment in research and development, a strong emphasis on employee skill
enhancement, and a steadfast commitment to client satisfaction.

2.2.2 HISTORY

Cherri technologies is established in March 2007 and seen the growth of success. The
company is working on various technologies to build better results. It has unique ideas and
planning to ensure good quality in their services.

2.2.3 MISSION

The mission of Cherri Technologies is to harness the power of technology to create

innovative solutions that drive progress and improve the quality of life for people and
businesses alike.

2.2.4 VISION

The company’s vision is to provide the leading solutions for digital marketing and get assured
to drive professional SEO services. They are pursuing and walk up to make impeccable
changes in the field of technologies. Focused to expand their business all over across the
world.

20
2.2.5 PROJECTS

The company has completed 500+ successful projects. It’s gained the trust of their customers
through their loyalty and friendly services. They have received awards for their work in the
fields of web and software development.

2.2.6 ACHIEVEMENTS AND MILESTONES

Cherri Technologies has achieved several significant milestones since its inception. Its
innovative projects have earned accolades from both clients and industry peers. The company
prides itself on its ability to deliver projects on time, maintain high standards of quality, and
adapt to the dynamic needs of the market.

Notable achievements include:

• Successful implementation of large-scale ERP systems for multinational

corporations.
• Recognition as one of the top tech startups in the region by industry bodies.
• Establishment of strategic partnerships with global technology leaders.

21
 CHAPTER-III
RESEARCH METHODOLOGY

3.1 INTRODUCTION OF RESEARCH METHODOLOGY

The research challenge can be approached methodically using research. It is a detailed

outline of how data will be gathered and analyzed for a research endeavor. Research
methodology can be thought of as the scientific study of how research is conducted. It might
include a wide range of research projects, from straightforward description and examination
to the design of complex experiments. A clear objective provided the basis of design of the
project. Since the main objective of this study is to study the Artificial Intelligence data-
driven marketing strategies it was decided to use descriptive research design including,
survey and fact-finding enquires of different kinds, which found out the most suitable design
in order to carry out the project.

3.2 TYPES OF RESEARCH DESIGN

It is simply a structural framework of various research methods as well as techniques that as

utilized by a researcher. The research design helps a researcher to pursue their journey into
the unknown but with a systematic approach by their side. There are four types of research
designs. They are:

• Descriptive Research Design

• Experimental Research Design
• Explanatory Research Design
• Exploratory Research Design

22
3.2.1 DESCRIPTIVE RESEARCH DESIGN

It is a type of Research Design that aims to obtain information to systematically describe a

phenomenon, situation (or) population. A descriptive research design can use a wide variety
or research methods to investigate one (or) more variable.

3.2.2 EXPERIMENTAL RESEARCH DESIGN

It is the design of any, task that aims to describe and explain the variation of information
under conditions that are hypothesized to reflect the variation. In its simplest form, an
experiment aims at predicting the outcome by introducing a change of the pre-conditions
which is represented by one (or) more independent variables, also referred to as “input
variables”.

3.2.3 EXPLORATORY RESEARCH DESIGN

It is used when the topic (or) issue is new and when data is difficult to collect. The preliminary
research to clarify the exact nature of the problem to be solved. It is used to ensure addition
research is taken into consideration during an experiment as well as determining research
priorities, collecting data on certain subject which may be difficult to take note of without
exploratory research.

3.2.4 EXPLANATORY RESEARCH DESIGN

It uses a researcher’s idea and thoughts on a subject to further explore their theories. The
research explains unexplored aspects of a subject and details about what, how, and why of
research designs.

23
3.3 STUDY DESIGN

This study is descriptive in nature. Descriptive research is an exploration of certain existing

phenomenon. It is mostly done when a researcher wants to gain a better understanding of the
topic. Primary data is collected through a survey. The survey is carried out by the means of
self-administered, structured questionnaire and secondary data is collected from articles,
research papers of various journals.

3.4 COLLECTION OF DATA

3.4.1 PRIMARY DATA

Primary data collection methods are different ways in which primary data can be collected.
It explains the tools used in the collecting primary data, sum of which are highlighted below:

• Interview
• Survey & Questionnaires
• Observation
• Focus groups
• Experiments

3.4.2 SECONDARY DATA

Secondary data is the data that has already been collected through primary sources and made
readily available for researchers to use for their own research. It is a type of data has already
been collected in the past.

24
 • Books
• Published source
• Journal

3.5 POPULATION

The population for this study consists of the clients of Cherri Technologies, a technology
company based in Pondicherry. These clients are businesses or individuals who have engaged
with the company, particularly in the domain of Artificial Intelligence (AI) solutions and
services.

3.6 SAMPLE SIZE

The sample size of the study is 103. A structured questionnaire with 25 questions was
distributed and the response are collected for analysis.

3.7 SAMPLING TECHNIQUE

The sampling technique used in this project is Convenience Sampling. This method was
chosen because the survey was conducted directly among the clients of Cherri Technologies
who were readily available and willing to participate in the study.

3.8 QUESTIONNAIRE CONSTRUCTION

A comprehensive questionnaire covering all aspects of the client’s perception was drawn and
used in this study. The questionnaire includes multiple choices.

25
3.9 TOOLS FOR ANALYSIS

The collected data were represented as tables and diagrams to facilitate better understanding.
Statistical test like:

• Percentage analysis
• Chi-Square
• One way ANOVA
• Correlation
• Regression

3.9.1 PERCENTAGE ANALYSIS

In this project percentage analysis test was used. The percentage method is used to know the
accurate percentage of the data we took. The following formula was used
No. of respondent favorable
Percentage of respondent = X 100
Total no. of respondents

From the above formula, we can get percentage of the data given by the respondents.

3.9.2 CHI-SQUARE

Chi-square is a method that is used in statistics and it calculates the difference between
observed and expected data values. It is used to find out how closely actual data fit with
expected data. The value of chi-square will help us to get the answer to the question as to the
significance of the difference in expected and observed data statistically. A small chi-square
value will tell us that any differences in actual and expected data are due to some usual
chance.

26
The Chi-Square is denoted byχ2 and the formula is:

χ2=∑(O−E)2E

Where,

• O: Observed frequency
• E: expected frequency
• ∑: summation
• Chi 2 : Chi Square Value

3.9.3 ONE WAY ANOVA

The one-way analysis of variance (ANOVA) is used to determine whether there are any
statistically significant differences between the means of three or more independent
(unrelated) groups. This guide will provide a brief introduction to the one-way ANOVA,
including the assumptions of the test and when you should use this test. If you are familiar
with the one-way ANOVA, but would like to carry out a one-way ANOVA analysis, go to
our guide: One-way ANOVA in SPSS Statistics. The one-way ANOVA compares the means
between the groups you are interested in and determines whether any of those means are
statistically significantly different from each other.

Specifically, it tests the null hypothesis:

Ηο: μ₁ = 2 = μα= ... = με

where µ = group mean and k = number of groups. If, however, the one-way ANOVA returns
a statistically significant result, we accept the alternative hypothesis (HA), which is that there
are at least two group means that are statistically significantly different from each other.

27
At this point, it is important to realize that the one-way ANOVA is an omnibus test statistic
and cannot tell you which specific groups were statistically significantly different from each
other, only that at least two groups were. To determine which specific groups differed from
each other, you need to use a post hoc test.

3.9.4 PEARSON CORRELATION

The bivariate Pearson Correlation produces a sample correlation coefficient, r, which

measures the strength and direction of linear relationships between pairs of continuous
variables. By extension, the Pearson Correlation evaluates whether there is statistical 18
evidence for a linear relationship among the same pairs of variables in the population,
represented by a population correlation coefficient, p (“rho”). The Pearson Correlation is a
parametric measure.

The bivariate Pearson correlation indicates the following:

• Whether a statistically significant linear relationship exists between two continuous

variables
• The strength of a linear relationship (i.e., how close the relationship is to being a
perfectly straight line)
• The direction of a linear relationship (increasing or decreasing)

Correlation formula

In the formula below,

• x and y are two vectors of length n

• mxmx and mymy corresponds to the means of x and y, respectively.

28
1.9.5 Regression analysis:

Regression is defined as a statistical method that helps us to analyze and understand the
relationship between two or more variables of interest. The process that is adapted to perform
regression analysis helps to understand which factors are important, which factors can be
ignored, and how they are influencing each other.

In regression, we normally have one dependent variable and one or more independent
variables. Here we try to “regress” the value of the dependent variable “Y” with the help of
the independent variables. In other words, we are trying to understand, how the value of ‘Y’
changes w.r.t change in ‘X’.

For the regression analysis is be a successful method, we understand the following terms:

• Dependent Variable: This is the variable that we are trying to understand or forecast.
• Independent Variable: These are factors that influence the analysis or target variable
and provide us with information regarding the relationship of the variables with the target
variable.
• A regression analysis formula tries to find the best fit line for the dependent variable
with the help of the independent variables. The regression analysis equation is the same
as the equation for a line which is

Y = MX + b

Where,

Y = the dependent variable of the regression equation

29
M = slope of the regression equation

X = dependent variable of the regression equation

1. Linear Regression
• Purpose: Used to model the relationship between a continuous dependent variable
and one or more independent variables.
• Characteristics:
o Assumes a linear relationship between the dependent and independent
variables.
o The output (dependent variable) is continuous (e.g., height, weight, price).
o Predicts the value of YYY for a given XXX.
Multiple Linear Regression:
• Involves two or more independent variables.
• The relationship between the dependent variable and multiple independent variables
is modeled as a linear equation.

30
 CHAPTER-IV

DATA ANALYSIS & DATA INTERPRETATION

4.1 DATA ANALYSIS

According to LeCompte and Schensul, research data analysis is a process used by for
reducing data to a story and interpreting it to derive insights. The data a help in reducing a
large chunk of data into smaller fragments, which makes sense.

Three essential things take place during the data analysis process the first data organization.
Summarization and categorization together contribute to becoming the second known
method used for data reduction. It helps in finding patterns and themes in the data for
dentification and linking. Third and the last way is data analysis - researchers do it in both
down or bottom-up fashion.

4.1.1 INTERPRETATION
Interpretation refers to the task of drawing inferences from the collected facts after an
analytical and/or experimental study. In fact, it is a search for broader meaning of research
The task of interpretation has two major aspects viz.
• The effort to establish continuity in research through linking the results of a given
study with those of another.
• The establishment of some explanatory concepts. "In one sense, interpretation is
concerned with relationships within the collected data, partially overlapping analysis.
Interpretation also extends beyond the data of the study to include the results of other
research, theory and hypotheses.
• Thus, interpretation is the device through which the factors that seem to explain what
has been observed by researcher in the course of the study can be better understood
and it also provides a theoretical conception which can serve as a guide for further
researches.

31
 TABLE 4.1
AGE
Frequency Percent Valid Percent Cumulative Percent
Valid 18-25 37 35.9 35.9 35.9
26-35 44 42.7 42.7 78.6
36-50 18 17.5 17.5 96.1
above50 4 3.9 3.9 100.0
Total 103 100.0 100.0

CHART 4.1
AGE

INFERENCE

From the above table, it is inferred that 35.9% are below the age18-25,42.7% are in between
the age of 26-35,17.5% are in between the age of 36-50 and 3.9% are above the age of 50.

32
 TABLE 4.2
GENDER
Frequency Percent Valid Percent Cumulative Percent
Valid Male 65 63.1 63.1 63.1
Female 38 36.9 36.9 100.0
Total 103 100.0 100.0

CHART4.2
GENDER

INFERENCE

From the above table, it is inferred that 63.1% of the respondents are male and 36.9% of the
respondents are female.

33
 TABLE 4.3
MONTHLY INCOME

Frequency Percent Valid Percent Cumulative Percent

Valid 10000- 20 19.4 19.4 19.4
20000
21000- 34 33.0 33.0 52.4
30000
31000- 26 25.2 25.2 77.7
40000
above 23 22.3 22.3 100.0
40000
Total 103 100.0 100.0

CHART 4.3
MONTHLY INCOME

INFERENCE
From the above table, it is inferred that 19.4% are below 20,000 of income,33% are below
30,000 of income,25.2% are below 40,000 of income and 22.3% are above 40,000 of income.

34
 TABLE 4.4
EDUCATION
Frequency Percent Valid Percent Cumulative Percent
Valid 12th 21 20.4 20.4 20.4
UG 49 47.6 47.6 68.0
PG 33 32.0 32.0 100.0
Total 103 100.0 100.0

CHART 4.4
EDUCATION

INFERENCE

From the above table, it is inferred that 20.4% of the respondent’s completed 12th,47.6% of
respondents completed UG,32% of the respondent’s completed PG.

35
 TABLE 4.5
QUALITY OF ARTIFICIAL INTELLIGENCE

Frequency Percent Valid Percent Cumulative Percent

Valid Excellent 21 20.4 20.4 20.4
Good 37 35.9 35.9 56.3
Average 21 20.4 20.4 76.7
Poor 11 10.7 10.7 87.4
Very 13 12.6 12.6 100.0
Poor
Total 103 100.0 100.0

CHART 4.5
QUALITY OF ARTIFICIAL INTELLIGENCE

INFERENCE

From the table, most respondents rated "Good," accounting for 35.9% of the sample,
followed by "Excellent" at 20.4%, and 20.4% for average. Smaller proportions rated "Very
Poor" (12.6%), and " poor" (10.7%).

36
 TABLE 4.6
ACCESS TO SUFFICIENT DATA

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 70 68.0 68.0 68.0

No 33 32.0 32.0 100.0

Total 103 100.0 100.0

CHART 4.6
ACCESS TO SUFFICIENT DATA

INFERENCE

From the above table, 68% of respondents answered "Yes," for access to sufficient data while
32% answered “NO”

37
 TABLE 4.7
TARGETING OF MARKETING MESSAGES

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly disagree 23 22.3 22.3 22.3

Disagree 26 25.2 25.2 47.6

Neutral 16 15.5 15.5 63.1

Agree 21 20.4 20.4 83.5

Strongly agree 17 16.5 16.5 100.0

Total 103 100.0 100.0

CHART 4.7
TARGETING OF MARKETING MESSAGES

INFERENCE
From the table, most respondents rated "Disagree," accounting for 25.2% of the sample,
followed by "Strongly Disagree" at 22.3% and 20.4% for “Agree”. A smaller proportion rated
"Strongly Agree" (16.5%), while (15.5%) selected "Neutral.

38
 TABLE 4.8
RETURN ON INVESTMENT

Frequency Percent Valid Percent Cumulative Percent

Valid Excellent 17 16.5 16.5 16.5
Good 32 31.1 31.1 47.6
Fair 26 25.2 25.2 72.8
Poor 16 15.5 15.5 88.3
Very poor 12 11.7 11.7 100.0
Total 103 100.0 100.0

CHART 4.8
RETURN ON INVESTMENT

INFERENCE

From the table, most respondents rated "Good," accounting for 31.1% of the sample,
followed by "Fair" at 25.2%, and 16.5% for Excellent. Smaller proportions rated “Poor"
(15.5%), and " Very poor" (11.7%).

39
 TABLE 4.9
DATA DRIVEN MARKETING STRATEGIES

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 56 54.4 54.4 54.4
No 47 45.6 45.6 100.0
Total 103 100.0 100.0

CHART 4.9
DATA DRIVEN MARKETING STRATEGIES

INFERENCE

From the table, 54.4% of respondents answered “YES,” indicating their participation with
data- driven marketing strategies, while 45.6% answered “NO.”

40
 TABLE 4.10
REALTIME DATA ANALYSIS

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 65 63.1 63.1 63.1
No 38 36.9 36.9 100.0
Total 103 100.0 100.0

CHART 4.10
REALTIME DATA ANALYSIS

INFERENCE

From the table, 63.1% of respondents answered “YES” that they engage in real-time data
analysis, while 36.9% answered “NO.”

41
 TABLE 4.11
LEVEL OF ENGAGEMENT WITH COMPANY

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 67 65.0 65.0 65.0
No 36 35.0 35.0 100.0
Total 103 100.0 100.0

CHART 4.11
LEVEL OF ENGAGEMENT WITH COMPANY

INFERENCE

From the table, 65% of respondents are answered “YES” that they engaged with the
company, while 35% answered “NO”.

42
 TABLE 4.12
ARTIFICIAL INTELLIGENCEDATA-DRIVEN SERVICE

Frequency Percent Valid Percent Cumulative Percent

Valid Always 24 23.3 23.3 23.3
Often 34 33.0 33.0 56.3
Occasionally 21 20.4 20.4 76.7
Rarely 11 10.7 10.7 87.4
Never 13 12.6 12.6 100.0
Total 103 100.0 100.0

CHART 4.12
ARTIFICIAL INTELLIGENCEDATA-DRIVEN SERVICE

INFERENCE

From the table, most respondents rated "Often," accounting for 33% of the sample, followed
by "Always" at 23.3% and 20.4% for Occasionally. A smaller proportion rated "Never"
(12.6%), while (10.7) % selected "Rarely".

43
 STATISTICAL TOOLS
CHI-SQUARE-1

AIM: To determine there is an association between Artificial Intelligence and Artificial

Intelligence in Next 5 years.

HYPOTHESIS

(i) NULL HYPOTHESIS

There is no association between Artificial Intelligence and Artificial Intelligence in
Next 5 years.

(ii) ALTERNATIVE HYPOTHESIS

There is a association between Artificial Intelligence and Artificial Intelligence in
Next 5 years.

AI * Next5years

Next5years
Yes No Total
AI excellent 7 3 10

good 37 8 45
average 18 12 30
poor 4 2 6
very poor 4 8 12
Total 70 33 103

44
 Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.709a 4 0.020
Likelihood Ratio 11.562 4 0.021
Linear-by-Linear Association 8.282 1 0.004
N of Valid Cases 103

a. 4 cells (40.0%) have expected count less than 5

b. The minimum expected count is 1.92.

INFERENCE
From the above table, it is observed that the calculated p-value for the Pearson chi-square
(0.020), Likelihood Ratio (0.021), and Linear-by-Linear Association (0.04) all exceed the
chosen significant level (CV>TV) of 0.05 for the association between Artificial Intelligence
and Artificial Intelligence in Next 5 years. This implies that there is a significant relationship
between Artificial Intelligence and Artificial Intelligence in Next 5 years based on the
provided data. Thus, Null hypothesis is rejected.

CONDITION
H1>0.05 Thus, Alternative hypothesis is rejected

RESULT
There is a association between Artificial Intelligence and Artificial Intelligence in Next 5
year.

45
 STATISTICAL TOOLS
CHI-SQUARE - 2

AIM: To determine there is an association between High volumes of interaction and

customization on Artificial intelligence.

HYPOTHESIS

(i) NULL HYPOTHESIS

There is no association between the High volumes of interaction and customization
on Artificial intelligence

(ii) ALTERNATIVE HYPOTHESIS

There is a association between the High volumes of interaction and customization
on Artificial intelligence.

High volumes * Feedback

Feedback

Always Often Occasionally Rarely Never Total

High Yes 15 27 11 0 8 61
volumes No 15 9 11 1 6 42

Total 30 36 22 1 14 103

46
a.2 cells (20.0%) have expected count less than 5.

b. The minimum expected count is .41.876

Asymp. Sig. (2-
Value df sided)
Pearson Chi-Square 7.020a 4 .135

Likelihood Ratio 7.566 4 .109

Linear-by-Linear .042 1 .837
Association
N of Valid Cases 103

INFERENCE

From the above table, it is observed that the calculated p-value for the Pearson chi-square
(0.135), Likelihood Ratio (0.109), and Linear-by-Linear Association (0.837) all exceed the
chosen significant level (CV>TV) of 0.05 for the association between High volumes of
interaction and customization on Artificial intelligence. This implies that there is no
significant relationship between High volumes of interaction and customization on Artificial
intelligence based on the provided data. Thus, Null hypothesis is accepted.

CONDITION
H1>0.05 Thus, Alternative hypothesis is rejected

RESULT

There is a association between the High volumes of interaction and customization on

Artificial intelligence

47
 STATISTICAL TOOLS
ANOVA - 1

AIM: To determine there is statistically difference between the marketing campaigns

through artificial intelligence and data driven marketing tools.

HYPOTHESIS

(i) NULL HYOTHESIS

There is no significant relationship between the marketing campaigns through
artificial intelligence and data driven marketing tools.

(ii) ALTERNATIVE HYPOTHESIS

There is a significant relationship between the marketing campaigns through artificial
intelligence and data driven marketing tools.

ANOVA
Marketing Campaigns and Data-Driven Tools
Sum of Squares df Mean Square F Sig.
Between 80.201 4 20.050 21.717 .000
Groups
Within 90.479 98 .923
Groups
Total 170.680 102

48
INFERENCE

From the above table, it is inferred that the significant value is less . There is no significant
relationship between the marketing campaigns through artificial intelligence and data
driven marketing tools. Thus, Null Hypothesis is rejected.

CONDITION
H1>0.05 Thus, Alternative hypothesis is rejected.

RESULT
There is a significant relationship between the marketing campaigns through artificial
intelligence and data driven marketing tools

49
 STATISTICAL TOOLS
ANOVA - 2

AIM: To determine there is statistically difference between the artificial intelligence

marketing efficiency and enhance personalization of marketing.

HYPOTHESIS:

(i) NULL HYOTHESIS

There is no significant relationship between the artificial intelligence marketing
efficiency and enhance personalization of marketing.

(ii) ALTERNATIVE HYPOTHESIS

There is a significant relationship between the artificial intelligence marketing
efficiency and enhance personalization of marketing.

ANOVA
AI Efficiency and Personalization of Marketing
Sum of Squares df Mean Square F Sig.
Between 9.665 4 2.416 2.302 .064
Groups
Within 102.859 98 1.050
Groups
Total 112.524 102

50
INFERENCE

From the above table, it is inferred that the significant value is greater. There is no significant
relationship between the artificial intelligence marketing efficiency and enhance
personalization of marketing. Thus, Null Hypothesis is accepted.

CONDITION

H1>0.05 Thus, Alternative hypothesis is rejected.

RESULT

There is a significant relationship between the artificial intelligence marketing efficiency and
enhance personalization of marketing

51
 STATISTICAL TOOLS
PEARSON CORRELATION - 1

AIM: To measure the strength of the linear relationship between the Customization option
available in your artificial intelligence marketing tools and Overall satisfaction with
artificial intelligence driven client interactions.

HYPOTHESIS

(i) NULL HYPOTHESIS

There is no significant relationship between the Customization option available in
your artificial intelligence marketing tools and Overall satisfaction with artificial
intelligence driven client interactions.

(ii) ALTERNATIVE HYPOTHESIS

There is a significant relationship between the Customization option available in
your artificial intelligence marketing tools and Overall satisfaction with artificial
intelligence driven client interactions.

Customization option available in your artificial intelligence marketing tools and

Overall satisfaction with artificial intelligence driven client interactions.

52
 Artificial
customization in intelligence
artificial driven client
intelligence interactions
customization in Pearson 1 .569**
artificial intelligence Correlation
Sig. (2-tailed) .000
N 103 103
Artificial Pearson .569** 1
intelligence driven Correlation
client interactions Sig. (2-tailed) .000
N 103 103

INFERENCE
From the above table, it is inferred that the significant value less. There is a significant
relationship between the Customization option available in your artificial intelligence
marketing tools and Overall satisfaction with artificial intelligence driven client
interactions. Thus, NULL Hypothesis is rejected.

CONDITION
H1>0.05 Thus, Alternative hypothesis is rejected.

RESULT
There is a significant relationship between the Customization option available in your
artificial intelligence marketing tools and Overall satisfaction with artificial intelligence
driven client interact

53
 STATISTICAL TOOLS
PEARSON CORRELATION - 2

AIM: To measure the strength of the linear relationship between the Actionable insights
from your artificial intelligence marketing tools Service with artificial intelligence driven
client engagement tools to others.

HYPOTHESIS

(i) NULL HYPOTHESIS

There is no significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven
client engagement tools to others.
.

(ii) ALTERNATIVE HYPOTHESIS

There is a significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven
client engagement tools to others.

Actionable insights from your artificial intelligence marketing tools and Service with
artificial intelligence driven client engagement tools to others.

54
 Actionable insights in AI driven client
artificial intelligence engagement tools
Actionable Pearson 1 .519**
insights in Correlation
artificial Sig. (2- .000
intelligence tailed)
N 103 103
AI driven Pearson .519** 1
client Correlation
engagement Sig. (2-tailed) .000
tools N 103 103

INFERENCE
From the above table, it is inferred that the significant value less. There is no significant
relationship between the Actionable insights from your artificial intelligence marketing
tools Service with artificial intelligence driven client engagement tools to others. Thus,
NULL Hypothesis is rejected.

CONDITION
H1>0.05 Thus, Alternative hypothesis is rejected.

RESULT
There is a significant relationship between the Actionable insights from your artificial
intelligence marketing tools Service with artificial intelligence driven client engagement
tools to other.

55
 STATISTICAL TOOLS
REGRESSION - 1

AIM: To determine there is an association between the Artificial intelligence generated

marketing insights and the Implementation of Artificial data analysis in marketing.

HYPOTHESIS:

(i) NULL HYPOTHESIS

There is no association between the Artificial intelligence generated marketing
insights and the Implementation of Artificial data analysis in marketing.

(ii) ALTERNATIVE HYPOTHESIS

There is a association between the Artificial intelligence generated marketing insights
and the Implementation of Artificial data analysis in marketing.
.

Artificial intelligence generated marketing insights and the Implementation of

Artificial data analysis in marketing

Adjusted R Std. Error of

Model R R Square Square the Estimate
1 .575a .331 .324 1.05856
a. PREDICTORS (CONSTANT) How would rate the implementation of artificial data
analysis in marketing?

56
 Unstandardized Standardized
Coefficients Coefficients
Std.
Model B Error Beta t Sig.
1 (Constant) 1.128 .241 4.689 .000
Implementation .578 .082 .575 7.065 .000
of artificial data
analysis in
marketing

Dependent variable: How confident are you with the accuracy of artificial
intelligence generated marketing insights.
INFERENCE

From the above table it is inferred that the calculated p-value (0.000) is less than the
significant level (CV>TV) of 0.05 for the predictor variable so there is no significant
relationship between the implementation of artificial data analysis in marketing and the
artificial intelligence generated marketing insights. Thus, Null hypothesis is rejected.

CONDITION

H1>0.05 Thus, Alternative hypothesis is rejected

RESULT

There is a association between the Artificial intelligence generated marketing insights and
the Implementation of Artificial data analysis in marketing

57
 STATISTICAL TOOLS
REGRESSION - 2

AIM: To determine there is an association between the ability to comply with regulations
when using artificial intelligence in marketing and high-speed efficiency in marketing.

HYPOTHESIS:
(i) NULL HYPOTHESIS
There is no association between the ability to comply with regulations when using
artificial intelligence in marketing and high-speed efficiency in marketing.

(ii) ALTERNATIVE HYPOTHESIS

There is a association between the ability to comply with regulations when using
artificial intelligence in marketing and high-speed efficiency in marketing.

Ability to comply with regulations when using artificial intelligence in marketing and
high-speed efficiency in marketing.

Adjusted R Std. Error of

Model R R Square Square the Estimate
1 .687a .472 .467 .95776

a. Predictors (CONSTANT) Do you agree that artificial intelligence has high speed and
efficiency in marketing?

58
 Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .738 .213 3.464 .001
High speed and .690 .073 .687 9.501 .000
efficiency in
marketing

Dependent variable: How satisfied are you with your company’s ability to comply with
regulations when using artificial intelligence in marketing.

INFERENCE

From the above table it is inferred that the calculated p-value (0.001) is less than the
significant level (CV>TV) of 0.05 for the predictor variable so there is no significant
relationship between the High speed and efficiency in marketing and the regulations when
using artificial intelligence in marketing. Thus, Null hypothesis is rejected.

CONDITION

H1>0.05 Thus, Alternative hypothesis is rejected.

RESULT

There is a association between the ability to comply with regulations when using artificial
intelligence in marketing and high-speed efficiency in marketing.

59
 CHAPTER – V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS OF THE STUDY

• Most of the respondents 35.9% are below the age18-25,42.7% are in between the
age of 26-35,17.5% are in between the age of 36-50 and 3.9% are above the age of
50.
• 63.1% of the respondents are male and 36.9% of the respondents are female.
• 19.4% are below 20,000 of income,33% are below 30,000 of income,25.2% are below
40,000 of income and 22.3% are above 40,000 of income.
• 20.4% of the respondent’s completed 12th,47.6% of respondents completed UG,32%
of the respondent’s completed PG.
• Most respondents rated "Good," accounting for 35.9% of the sample, followed by
"Excellent" at 20.4%, and 20.4% for average. Smaller proportions rated "Very Poor"
(12.6%), and " poor" (10.7%).
• 68% of respondents answered "Yes," while 32% answered "No”.
• Most respondents rated "Disagree," accounting for 25.2% of the sample, followed by
"Strongly Disagree" at 22.3% and 20.4% for “Agree”. A smaller proportion rated
"Strongly Agree" (16.5%), while (15.5%) selected "Neutral."
• Most respondents rated "Good," accounting for 31.1% of the sample, followed by
"Fair" at 25.2%, and 16.5% for Excellent. Smaller proportions rated “Poor" (15.5%),
and " Very poor" (11.7%).
• 54.4% of respondents answered "Yes," while 45.6% answered "No."
• 63.1% of respondents answered "Yes," while 36.9% answered "No."
• 65% of respondents answered "Yes," while 35% answered "No."

60
• Most respondents rated "Often," accounting for 33% of the sample, followed by
"Always" at 23.3% and 20.4% for Occasionally. A smaller proportion rated "Never"
(12.6%), while (10.7) % selected "Rarely".

CHI-SQUARE- 1

1.AIM: To determine there is an association between Artificial Intelligence and

Artificial Intelligence in Next 5 years.

Ho: There is no association between the Artificial intelligence generated marketing

insights and the Implementation of Artificial data analysis in marketing.

H1: There is a association between Artificial Intelligence and Artificial Intelligence in

Next 5 years.

CONDITION: Calculated p-value for the Pearson chi-square (0.020), Likelihood Ratio
(0.021), and Linear-by-Linear Association (0.04) all exceed the chosen significant level
(CV>TV) of 0.05. Thus, Null hypothesis is rejected.

RESULT: There is a association between Artificial Intelligence and Artificial

Intelligence in Next 5 years.

CHI-SQUARE- 2

AIM: To determine there is an association between High volumes of interaction and

customization on Artificial intelligence.

Ho: There is no association between the High volumes of interaction and customization
on Artificial intelligence.

61
H1: There is a association between the High volumes of interaction and customization
on Artificial intelligence.

CONDITION: Calculated p-value for the Pearson chi-square (0.135), Likelihood Ratio
(0.109), and Linear-by-Linear Association (0.837) all exceed the chosen significant level
(CV>TV) of 0.05. Thus, Null hypothesis is accepted.

RESULT: There is a association between the High volumes of interaction and

customization on Artificial intelligence.

ANOVA - 1

AIM: To determine there is statistically difference between the marketing campaigns

through artificial intelligence and data driven marketing tools.

Ho: There is no significant relationship between the marketing campaigns through

artificial intelligence and data driven marketing tools.

H1: There is a significant relationship between the marketing campaigns through

artificial intelligence and data driven marketing tools.

CONDITION: Calculated significant value (0.000) is less than (0.05). Thus, Null
Hypothesis is rejected.

RESULT: There is a significant relationship between the marketing campaigns through

artificial intelligence and data driven marketing tools.

62
ANOVA - 2

AIM: To determine there is statistically difference between the artificial intelligence

marketing efficiency and enhance personalization of marketing.

Ho: There is no significant relationship between the artificial intelligence marketing

efficiency and enhance personalization of marketing.

H1: There is a significant relationship between the artificial intelligence marketing

efficiency and enhance personalization of marketing.

CONDITION: Calculated significant value (0.064) is greater than (0.05). Thus, Null
Hypothesis is accepted.

RESULT: There is a significant relationship between the artificial intelligence

marketing efficiency and enhance personalization of marketing.

CORRELATION – 1

AIM: To measure the strength of the linear relationship between the Actionable insights
from your artificial intelligence marketing tools Service with artificial intelligence
driven client engagement tools to others.

Ho: There is no significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven client
engagement tools to others.
H1: There is a significant relationship between the Customization option available in
your artificial intelligence marketing tools and Overall satisfaction with artificial
intelligence driven client interactions.

63
CONDITION: Calculated significant value (0.000) is less than (0.05). Thus, NULL
Hypothesis is rejected.

RESULT: There is a significant relationship between the Customization option

available in your artificial intelligence marketing tools and Overall satisfaction with
artificial intelligence driven client interaction.

CORRELATION – 2
AIM: To measure the strength of the linear relationship between the Actionable insights
from your artificial intelligence marketing tools Service with artificial intelligence
driven client engagement tools to others.

Ho: There is no significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven client
engagement tools to others.

H1: There is a significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven client
engagement tools to others.

CONDITION: Calculated significant value (0.000) is less than (0.05). Thus, NULL
Hypothesis is rejected.

RESULT: There is a significant relationship between the Actionable insights from your
artificial intelligence marketing tools Service with artificial intelligence driven client
engagement tools to others

64
REGRESSION - 1
AIM: To determine there is an association between the Artificial intelligence generated
marketing insights and the Implementation of Artificial data analysis in marketing.

Ho: There is no association between the Artificial intelligence generated marketing

insights and the Implementation of Artificial data analysis in marketing.

H1: There is a association between the Artificial intelligence generated marketing

insights and the Implementation of Artificial data analysis in marketing.

CONDITION: Calculated p-value (0.000) is less than the significant level (CV>TV) of
0.05. Thus, Null hypothesis is rejected.

RESULT: There is a association between the Artificial intelligence generated marketing

insights and the Implementation of Artificial data analysis in marketing.

REGRESSION - 2
AIM: To determine there is an association between the ability to comply with
regulations when using artificial intelligence in marketing and high-speed efficiency in
marketing.
Ho: There is no association between the ability to comply with regulations when using
artificial intelligence in marketing and high-speed efficiency in marketing.

H1: There is a association between the ability to comply with regulations when using
artificial intelligence in marketing and high-speed efficiency in marketing.

CONDITION: Calculated p-value (0.001) is less than the significant level (CV>TV)
of 0.05. Thus, Null hypothesis is rejected.

RESULT: There is a association between the ability to comply with regulations when
using artificial intelligence in marketing and high-speed efficiency in marketing

65
5.2 SUGGESTION:

• Leverage AI-driven tools like chatbots and recommendation engines to provide

personalized customer experiences, enhancing engagement and loyalty.

• Invest in employee training to ensure the workforce is adept at handling AI technologies,

reducing resistance to adoption.

• Establish clear guidelines to address ethical concerns and data privacy issues related to
AI applications in marketing.

• Use AI to analyse historical data and predict customer behaviour, enabling proactive
marketing strategies.

• Regularly evaluate the return on investment (ROI) of AI-driven marketing strategies to

ensure they align with business objectives.

• Incorporate AI into Customer Relationship Management (CRM) systems for real-time

insights and improved decision-making.

• Conduct audits of AI-driven tools to ensure they are functioning optimally and aligned
with current market trends and consumer preferences.

• Adopt automated content creation tools for personalized marketing campaigns.

• It delves into current market trends related to AI adoption, providing strategic

recommendations for businesses aiming to integrate AI effectively into their operations.

• The study identifies the adoption level of AI technologies in Cherri Technologies'

marketing operations, offering actionable strategies for implementation.

66
• Investigates how AI impacts client engagement levels and the overall quality of
interactions, which is crucial for building long-term customer relationships.

• Provides a framework for businesses to evaluate the ROI of AI-driven marketing

strategies and adapt to the evolving digital landscape.

• Investigates how AI technologies, such as chatbots and recommendation systems,

improve the quality and frequency of client interactions.

• Examines the barriers faced by businesses in adopting AI for marketing, such as high
implementation costs, data quality issues, and lack of skilled personnel.

• Provides a strategic outlook on the future role of AI in marketing, with predictions on its
adoption over the next five years.

• Establishes methods to evaluate the return on investment (ROI) from AI-driven

marketing tools.

67
5.3 CONCLUSION:

The study concludes that Artificial Intelligence significantly enhances data-driven marketing
strategies by enabling real-time customer insights, improving personalization, and
optimizing advertising campaigns. AI empowers marketers to make informed decisions,
fostering better customer relationships and increasing efficiency. However, challenges such
as high implementation costs, lack of expertise, and ethical concerns need to be addressed
for effective integration. By adopting AI responsibly and strategically, businesses like Cherri
Technologies can maintain a competitive edge in the evolving digital landscape. This
research serves as a foundation for further exploration into AI's role in transforming
marketing strategies, with a focus on scalability and innovation.

68
i
ANNEXURE - I
 BIBILOGRAPHY

BOOKS

• Enes Bilgin (2023) Machine Learning and Generative AI for Marketing:

Take your data-driven marketing to the next level using the latest AI
techniques https://www.packtpub.com/en-in/product/machine-learning-
and-generative-ai

• Hemachandran K, Debdutta Choudhury, et al. (2023) Predictive

Analytics and Generative AI for Data-Driven Marketing Strategies.
https://www.taylorfrancis.com/books/edit/10.1201/9781003472544/-

• Taylor & Francis Group (2020) Artificial Intelligence in Marketing:

Practical Applications https://www.wiley.com/en-
in/Artificial+Intelligence-

• Omer Artun, Dominique Levin (2015) Predictive Marketing: Easy

Ways Every Marketer Can Use Customer Analytics and Big
Datahttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119175803

• Taylor & Francis Group (2020) Artificial Intelligence in Marketing:

Practical Applications.
https://books.google.co.in/books/about/Artificial_Intelligence_for_Marke
ting.

JOURNALS

• De Bruyn, A., Viswanathan, V., Shan Beh, Y., Jurgen, B., and von
Wangenheim, F. (2020) Artificial Intelligence and Marketing: Pitfalls
and Opportunities. Journal of Interactive Marketing
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• Huang, M., and Rust, R. T. (2021) A Strategic Framework for Artificial

Intelligence in Marketing. Journal of the Academy of Marketing Science.
https://www.springer.com/journal/11747

• Dumitriu, D., and Popescu, M. (2020) Artificial Intelligence Solutions

for Digital Marketing. Procedia Manufacturing
https://www.sciencedirect.com/journal/procedia-manufacturing

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• Ali, A., & Manisha, A. (2020) Technological Advancements Enabling
Enterprises to Leverage Digital Marketing: Opportunities and Challenges.
Journal of Digital Marketing Research, Volume 15, Issue 3, Pages 203–
215
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• Balducci, B., & Marinova, D. (2018) Extracting Insights from

Unstructured Data for Tailored Marketing Strategies. Journal of
Consumer Research, Volume 45, Issue 2, Pages 523–540
https://academic.oup.com/jcr

• Chaffey, D., & Smith, P. (2017) AI in Marketing: Transforming Raw

Data into Valuable Insights. Journal of Strategic Marketing, Volume 12,
Issue 1, Pages 97–115.
https://www.tandfonline.com/toc/rjsm20/current

• Chen, R., Soni, P., & Taylor, J. (2021) The Push for Automation in
Marketing: Pros and Cons.Marketing Technology Quarterly, Volume 18,
Issue 2, Pages 300–315.
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• De Bruyn, A., Moorman, C., & Wathieu, L. (2020) The Role of Deep
Learning in Marketing.Journal of Business Research, Volume 120, Issue
5, Pages 345–357.
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• Dumitriu, D., & Popescu, G. (2020) Digital Trends in Marketing

Evolution.Marketing Review, Volume 10, Issue 3, Pages 45–68.
https://www.marketingreview.com

• Haenlein, M., & Kaplan, A. (2019) Data-Driven Decision-Making in

Marketing: A Pathway for AI Integration.Journal of Marketing Research,
Volume 56, Issue 3, Pages 585–600.
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ii
WEBSITE

• Mahmoud SalahEldin Kasem, Mohamed Hamada, Islam Taj-Eddin

(2023) Customer Profiling, Segmentation, and Sales Prediction using AI
in Direct Marketing (2023) https://arxiv.org/abs/2302.01786
• V. Kumar, Raj Venkatesan, and A. M. Shah (2022) Artificial
Intelligence in Marketing: A Review and Research
https://www.sciencedirect.com/science/article/abs/pii/S014829632200264
• O. C. Nduka, A. S. Akinyemi, and R. N. Akpan (2023) I-driven
Marketing: The Evolution of Artificial Intelligence in Marketing
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• Y. J. Lin, J. R. Fombrun, and D. S. Thomas (2023) AI in Consumer
Behavior: How Artificial Intelligence Can Improve Marketing Decision
Making https://journals.sagepub.com/home/mrk

iii
ANNEXURE - II
 QUESTIONNAIRE

I am S. Ayesha, studying MBA II year in Sri Manakula Vinayagar Engineering college, doing the project
on the title,” The Applicability of Artificial Intelligence marketing for creating data-driven marketing
strategies at Cherri Technologies”, kindly spare your valuable time in filling up this questionnaire. The
information gathered will be used for academic purpose only and will be kept confidential.

Demographic factors:
1. Name:
2. Age: 18-25 26-35 36-50 Above 50
3. Gender: Male Female
4. Clients:
5. Monthly Income: 10,000-20,000 21,000-30,000 31,000-40,000
Above 40,000
6. Education: 10th 12th UG PG
Questions:
1. How would you rate the ease of integrating artificial intelligence with your company’s current
marketing systems?
Excellent Good Average Poor Very Poor
2. How satisfied are you with your company’s ability to comply with regulations when using
artificial intelligence in marketing?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
3. Do you agree that artificial intelligence has high speed and efficiency in marketing?
Strongly Agree Agree Neutral Disagree Strongly Disagree
4. How would you rate the quality of your company’s data for Artificial Intelligence use in
marketing?
Excellent Good Average Poor Very Poor
5. Do you have access to sufficient data to support artificial intelligence initiatives?
Yes No
6. How would rate the implementation of artificial data analysis in marketing?
Excellent Good Fair Poor Very Poor
7. Do you agree that artificial intelligence has increased the efficiency of your marketing operations?
Strongly Agree Agree Neutral Disagree Strongly Disagree
8. Are you satisfied with the personalization of marketing campaigns through artificial intelligence?

i
 Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
9. Do you agree that artificial intelligence has significantly improved your targeting of marketing
messages?
Strongly Agree Agree Neutral Disagree Strongly Disagree
10. Do you believe that artificial intelligence will play a more significant role in your marketing
strategy over the next 5 years?
Yes No
11. How would you rate the performance of artificial intelligence driven marketing tools in terms of
return on investment?
Excellent Good Fair Poor Very Poor
12. How confident are you with the accuracy of artificial intelligence generated marketing insights?
Very Confident Confident Neutral Doubtful Very Doubtful
13. Does your business face delays in developing artificial intelligence driven marketing strategies?
Yes NO
14. How satisfied are you with the artificial intelligence role in enhancing your market research
capabilities?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
15. Does your marketing department use artificial intelligence tools for real time data analysis?
Yes No
16. How you expect artificial intelligence to enhance the personalization of marketing?
Extremely Significantly Moderately Slightly Not at all
17. How frequently do you receive actionable insights from your artificial intelligence marketing
tools?
Very Frequently Frequently Occasionally Rarely Never
18. How satisfied are you with the customization option available in your artificial intelligence
marketing tools?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
19. How often does your business utilize artificial intelligence driven marketing tools?
Very Frequently Frequently Occasionally Rarely Never
20. Do you think artificial intelligence has enhanced your level of engagement with the company?
Yes No
21. How likely are you to recommend a service with artificial intelligence driven client engagement
tools to others?
Extremely Likely Likely Neutral Unlikely Extremely Unlikely
ii
22. How often do you seek feedback from customers on artificial intelligence interactions?
Always Often Occasionally Rarely Never
23. Does artificial intelligence handle high volumes of interactions without compromising quality?
Yes No
24. How would you rate your overall satisfaction with artificial intelligence driven client interactions?
Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied
25. How often do you encounter errors in artificial intelligence driven services?
Always Often Occasionally Rarely Never
26. Any other suggestion:

iii
ANNEXURE - III
 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

A Study on the Applicability of Artificial

Intelligence Marketing for Creating Data –
Driven Marketing Strategies at Cherri
Technologies, Pondicherry
S. Ayesha1, Dr. S. Pougajendy2
1
MBA, Student Department of Management Studies, Sri Manakula Vinayagar Engineering College
(Autonomous), Puducherry.
2
Professor, Department of Management Studies, Sri Manakula Vinayagar Engineering College
(Autonomous), Puducherry.

Abstract
This study examines the use of Artificial Intelligence (AI) in developing data-driven marketing strategies
at Cherri Technologies, Pondicherry. A descriptive research approach was applied, collecting data from
103 participants through structure questionnaires. Various statistical tools, such as Chi-square, ANOVA,
regression analysis, and correlation, were used to analyse the data. The results indicate a strong
association between the integration of AI and the enhancement of marketing strategies, especially in
terms of improving efficiency, personalization, and customer engagement. Despite its advantages,
obstacles like high implementation costs, ethical concerns, and data privacy issues continue to hinder its
full adoption. The findings offer valuable insights for utilizing AI to create innovative marketing
strategies, while also addressing the challenges involved. The study highlights the need for ongoing
adaptation, ethical considerations, and further research into AI-driven marketing practices.

KEYWORDS: Artificial Intelligence (AI), Data-Driven, Personalization, Digital Marketing Strategies.

1. INTRODUCTION
Artificial Intelligence (AI) is one of the most revolutionary technological breakthroughs of the 21st
century. AI refers to the ability of machines to carry out tasks that would normally require human
intelligence, such as learning, reasoning, problem-solving, understanding natural language, and
perceiving their environment. The growth of AI is transforming industries, shaping business strategies,
and fueling innovation across a wide range of fields. AI is a branch of computer science focused on
developing systems that can replicate human-like intelligence and behaviour. It includes a variety of
technologies and techniques designed to enable machines to process data, learn from it, and make
decisions with minimal human input.
OBJECTIVE
• To identify the artificial intelligence challenges of a company.
• To analyse the impact of artificial intelligence on marketing efficiency.

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E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

2. REVIEW OF LITERATURE
Chaffey and smith (2017) The authors conclude that AI empowers marketers by transforming raw
customer data into valuable insights that improve customer engagement, segmentation, and personalized
marketing efforts. AI's automation of data processing enhances strategic decisions and customer
targeting.
Kietzmann, Paschen & Treen (2018) The study concludes that AI can significantly enhance customer
satisfaction by analysing and leveraging large amounts of customer data. AI helps create dynamic and
adaptive marketing strategies, offering real-time personalization and improving customer experiences
through targeted campaigns.
Balducci &Marinova (2018) The authors conclude that AI enables marketers to extract insights from
unstructured data sources, such as social media and customer reviews. AI’s ability to analyze this data
creates opportunities for more tailored marketing strategies, improving customer engagement and brand
loyalty.
Khan, Rahmani, & Shah (2018) is typically a deep-learning, feedforward neural network that contains
at least one convolutional layer. Convolutional layers automatically identify patterns in data (usually
images), and stacking a sequence of convolutional layers allows the network to identify increasingly
complex patterns. For instance, the first layer of a convolutional neural network may learn to identify
horizontal, vertical, and diagonal edges in a picture; the second layer might learn to combine these edges
to identify eyes, noses, and mouths; and the third layer might combine these patterns to identify visages.
Wilson and Daugherty (2018): They discussed AI's capacity to augment human decision-making in
marketing. AI tools refine strategies by providing accurate data-driven insights, enabling better customer
engagement. The study highlighted how AI balances automation with creativity for optimal results.
Haenlien& Kaplan (2019) The authors conclude that AI will continue to reshape marketing by enabling
more efficient data-driven decision-making. AI’s capacity to analyze vast datasets in real time is
essential for developing strategies that are more adaptive to consumer needs and market changes.

3. RESEARCH METHODILOGY
Research methodology is the structured framework outlining how data is collected and analysed in a
study. It ranges from simple description to intricate experimental designs. For this study focusing on
marketing strategies and their impact on sales factors, descriptive research has been chosen. This design
incorporates surveys and drives fact-finding enquires offering a well- suited approach to understand and
analyse these elements effectively.

3.1 Sampling Plan:

The study employed a simple random sampling technique, ensuring participants were chosen impartially
from the population. This method provides every individual within the group an equal likelihood of
selection, maintaining fairness and objectivity. The selected sample units were based on accessibility and
relevance to the research objectives.
3.1.1 Sample Size
The sample size of the study is 103. A structured questionnaire with 25 questions was distributed and the
response are collected for analysis.
3.1.2 Sampling Technique
The sampling technique used in this project is Convenience Sampling. This method was chosen because

IJFMR240633445 Volume 6, Issue 6, November-December 2024 2

 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

the survey was conducted directly among the clients of Cherri Technologies who were readily available
and willing to participate in the study.
3.1.3 Population
The population for this study consists of the clients of Cherri Technologies, a technology company based
in Pondicherry. These clients are businesses or individuals who have engaged with the company,
particularly in the domain of Artificial Intelligence (AI) solutions and services.

4. DATA ANALYSIS AND INTERPRETATION

CHI-SQUARE:
HYPOTHESIS
NULL HYPOTHESIS
There is no association between Artificial Intelligence and Artificial Intelligence in Next 5 years.
ALTERNATIVE HYPOTHESIS
There is a association between Artificial Intelligence and Artificial Intelligence in Next 5 years.
TABLE:1 CHI-SQUARE TEST
AI * Next5years
Next5years
Yes No Total
AI excellent 7 3 10
good 37 8 45
average 18 12 30
poor 4 2 6
very poor 4 8 12
Total 70 33 103

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 11.709a 4 0.020
Likelihood Ratio 11.562 4 0.021
Linear-by-Linear Association 8.282 1 0.004
N of Valid Cases 103

INFERENCE
The Pearson chi-square (0.020), Likelihood Ratio (0.021), and Linear-by-Linear Association (0.04) all
exceed the chosen significant level (CV>TV) of 0.05 for the association between Artificial Intelligence
and Artificial Intelligence in Next 5 years. This implies that there is a significant relationship between
Artificial Intelligence and Artificial Intelligence in Next 5 years based on the provided data. Thus,
Alternative hypothesis accepted.

RESULT:
There is no association between Artificial Intelligence and Artificial Intelligence in Next 5 years.

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 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

REGRESSION
HYPOTHESIS
NULL HYPOTHESIS
There is no significant relationship between the High speed and efficiency in marketing and regulations
when using artificial intelligence in marketing.

ALTERNATIVE HYPOTHESIS
There is a significant relationship between the High speed and efficiency in marketing and the
regulations when using artificial intelligence in marketing.

TABLE:2 REGRESSION TEST

Model R R Square Adjusted R Square Std. Error of the Estimate
a
1 .687 .472 .467 .95776

a. Predictors (CONSTANT) Do you agree that artificial intelligence has high speed and efficiency in
marketing?
Unstandardized Standardized
Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) .738 .213 3.464 .001
Do you agree that artificial intelligence .690 .073 .687 9.501 .000
has high speed and efficiency in
marketing
Dependent variable: How satisfied are you with your company’s ability to comply with regulations when
using artificial intelligence in marketing.

INFERENCE
The calculated p-value (0.000) is less than the significance level (0.05) for the predictor variable. This
indicates that there is a significant relationship between agreement with the statement that artificial
intelligence has high speed and efficiency in marketing and the dependent variable. Thus, the alternative
hypothesis is accepted.

RESULT:
There is no significant relationship between the High speed and efficiency in marketing and regulations
when using artificial intelligence in marketing.

4. FINDINGS
CHI-SQUARE
It is inferred that There is a association between Artificial Intelligence and Artificial Intelligence in Next
5 years, as evidenced by a Pearson Chi-Square value of 11.709 and a p-value of 0.020. This implies that
there is a significant relationship between Artificial Intelligence and Artificial Intelligence in Next 5
years based on the provided data.

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 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: [email protected]

RESULT:
The Alternative hypothesis(H1) is accepted, confirming that There is a association between Artificial
Intelligence and Artificial Intelligence in Next 5 years.

REGRESSION
It is inferred that, the p-value (0.001) is less than the significant level (CV>TV) of 0.05 for the predictor
variable. Hence, we reject the Null hypothesis, so there is no significant relationship between the High
speed and efficiency in marketing and the regulations when using artificial intelligence in marketing.

RESULT:
The Alternative hypothesis(H1) is accepted, there is a significant relationship between the High speed
and efficiency in marketing and the regulations when using artificial intelligence in marketing.

5. CONCLUSION
The study concludes that Artificial Intelligence significantly enhances data-driven marketing strategies
by enabling real-time customer insights, improving personalization, and optimizing advertising
campaigns. AI empowers marketers to make informed decisions, fostering better customer relationships
and increasing efficiency. However, challenges such as high implementation costs, lack of expertise, and
ethical concerns need to be addressed for effective integration. By adopting AI responsibly and
strategically, businesses like Cherri Technologies can maintain a competitive edge in the evolving digital
landscape. This research serves as a foundation for further exploration into AI's role in transforming
marketing strategies, with a focus on scalability and innovation.

6. REFERENCE
1. De Bruyn, A., Viswanathan, V., Shan Beh, Y., Jurgen, B., and von Wangenheim, F. (2020). Artificial
Intelligence and Marketing: Pitfalls and Opportunities. Journal of Interactive Marketing.
https://journals.sagepub.com/doi/10.1016/j.intmar.2020.04.007.
2. Huang, M., and Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing.
Journal of the Academy of Marketing Science https://link.springer.com/article/10.1007/s11747-020-
00749-9#citeas.
3. Dumitriu, D., and Popescu, M. (2020). Artificial Intelligence Solutions for Digital Marketing.
Procedia Manufacturing https://www.sciencedirect.com/science/article/pii/S2351978920309689

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