Cloud-Enabled AI Marketing Analytics: Machine-Learning Marketing Mix Modeling with Embedded Cybersecurity and SAP HANA Integration
DOI:
https://doi.org/10.15680/9x6w6d41Keywords:
Cloud-enabled analytics, Artificial intelligence, Machine learning, Marketing Mix Modeling, SAP HANA, Cybersecurity controls, Cloud security, Predictive marketing analytics, Real-time data processing, In-memory computingAbstract
This study presents a cloud-enabled AI marketing analytics framework that integrates machine-learning–driven Marketing Mix Modeling (MMM) with advanced cybersecurity controls and SAP HANA–based data processing. The framework leverages scalable cloud infrastructure to unify heterogeneous marketing, operational, and customer datasets while enabling automated feature engineering, causal inference, and predictive modeling for optimized budget allocation. SAP HANA’s in-memory architecture accelerates real-time analytics, supporting high-volume data ingestion and rapid model iteration. To address data security risks inherent in cloud-based analytics, the system incorporates embedded cybersecurity measures, including identity and access management, encryption, secure API gateways, and continuous threat monitoring. Experimental results demonstrate improved model accuracy, faster computation, and enhanced data protection compared to traditional on-premise MMM approaches. The proposed architecture offers a secure, high-performance solution for organizations seeking data-driven marketing optimization in dynamic, digitally connected environments.References
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