Integrating Machine Learning Insights into Business Intelligence Dashboards for Enhanced Marketing Strategy Analysis

This paper presents an innovative approach to integrating machine learning (ML) insights with Business Intelligence (BI) dashboards to enhance marketing strategy analysis. By processing and encoding customer data, and applying a Random Forest Classifier for predictive analysis, we derive key metrics such as 'Profit per Item' and 'Recency.' These insights are visualized through interactive Power BI dashboards, which include bar charts for gender-based marketing, scatter plots for VIP programs, and line graphs for time-based trends. Integration allows for dynamic data exploration, providing actionable insights and enabling more targeted marketing strategies, thus facilitating improved decision-making and business performance.