Advances in Consumer Research
Issue 3 : 127-132
Original Article
Hyper-Personalization in Digital Marketing: The Role of FinTech and Predictive Analytic
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1
Designation: Professor & Director, Department: Department of Finance, Institute: SOIL School of Business Design District: Gurgaon, City: Gurgaon, State: Haryana
2
Designation: ASSOCIATE PROFESSOR, Department: FACULTY OF MANAGEMENT AND COMMERCE, Institute: JAGRAN LAKECITY UNIVERSITY, District: BHOPAL, City: BHOPAL, State: MADHYA PRADESH
3
Designation: Assistant Professor, Department: Commerce and Management, Institute: Dayananda Sagar Business Academy District: Bengaluru, City: Udayapalya, kanakapura road, State: Karnataka.
4
Designation: PhD Research Scholar, Department: commerce, Institute: Assam University, District: cachar, City: Silchar State: Assam
5
Designation: Assistant Professor, Department: Physics, Institute: KSPM, Latur's Janvikas Mahavidyalaya, Bansarola District: Need, State: Maharashtra
Abstract

Current trends in digital marketing truly make it hyper personalized with technologies like FinTech and predictive analytics that allow businesses to shape every experience, interact with the customer and aim to enrich the human experience. Hyper personalization is different, serving real time, AI driven, personal experience based on individual’s behavior, as well as their personal and financial preferences. Relying on open banking, FinTech (Enabled by open banking, transaction analytics, and AI …) has an opportunity to transform the way that individuals approach marketing and develop highly targeted strategies based on a customer’s digital activity. In addition, it provides insight into predictive analysis for customer segmentation, predicting individual purchasing behavior, and deriving dynamic pricing to respectively increase conversion rate and customer loyalty. However, due to hyper-personalization’s efficacy and potential for value creation, there are ethical and regulatory concerns such as data privacy risks and algorithmic bias. Personalizing is a balancing act between consumer trust that needs to be struck by companies. This study presents case studies on how FinTech firms solve the age old problem of personalization using blockchain based personlization and emerging trend of generative AI. The findings indicate that those business who adopt the responsible AI governance model for hyper-personalization will experience a competitive advantage in the digital economy. In conclusion, this therefore emphasizes on the positive contribution of FinTech innovation and predictive analytics to the another future of the customer-centric marketing.

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