Research on the Optimisation of Business Analysis to Empower Omni-channel Marketing Resource Allocation

Jiadi Zhao

doi:10.6981/FEM.202611_7(11).0011

Authors

Jiadi Zhao Changsha Tuite Intelligent Technology Co., Ltd., Changsha, China

DOI:

https://doi.org/10.6981/FEM.202611_7(11).0011

Keywords:

Business Analysis; Omni-Channel Marketing; Resource Allocation; User Behaviour; Marketing Decision-Making.

Abstract

In the omni-channel marketing environment, enterprise marketing channels continue to extend to e-commerce platforms, social media, short video platforms, offline stores and private domain channels, and the allocation of marketing resources faces problems such as increasing channels, data dispersion and changes in user demand. Business analysis can rely on multi-source data integration, user behaviour analysis and market trend prediction to provide data support for enterprises to identify channel value, judge user needs and adjust marketing investment. This article focusses on business analysis to empower omni-channel marketing resource allocation, analyses its role in channel identification, resource investment and allocation forecasting, and sorts out the real dilemmas brought about by channel data dispersion, channel value differences and changes in user behaviour. On this basis, optimisation paths are proposed from different aspects to provide reference for enterprises to improve the efficiency of omni-channel marketing resource allocation.

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