Impact of Consumer Behavior Modeling on the Marketing Performance of Moroccan Companies

In an environment that is characterized by the digitalization of processes, data science, big data, the omnipresence of several consumer profiles, and the massive use of intelligent IT applications, modeling consumer behaviors has become a new approach that makes it possible: to identify the needs of these rational economic agents, as well as the factors that can influence their purchasing decisions; define the best strategy to capture their attention; and better understand the way in which these consumers targeted by companies perceive all the information circulating in such a competitive environment. By acting in this manner, the business can then exhibit marketing performance, which is exemplified by, among other things, effective and flexible marketing strategies, targeting the right consumers with effective advertising at the right time, planning and implementing a better marketing mix policy, consolidating successful business relationships that connect the company with a particular customer category, optimally allocating financial and human resources, and ensuring the satisfaction and loyalty of these consumers.