ANALYZING CUSTOMER BEHAVIOR – EMPLOYING BUSINESS ANALYTICS WITHIN INDUSTRY 4.0 ECOSYSTEMS.

Purpose: The purpose of this publication is to present the applications of usage of business analytics in customer behaviour analysis. Design/methodology/approach: Critical literature analysis. Analysis of international literature from main databases and polish literature and legal acts connecting with researched topic. Findings: The integration of business analytics with customer behavior analysis in Industry 4.0 environments offers businesses a transformative opportunity to gain profound insights into customer preferences, trends, and behaviors. Through the utilization of state-of-the-art technologies and data-driven methodologies, organizations can attain unprecedented levels of precision and detail in understanding customer behavior. Real-time data collection and analysis facilitate agile responses to evolving market dynamics, enabling personalized customer experiences across various channels. Additionally, advanced analytics tools such as predictive modeling and sentiment analysis empower businesses to forecast future trends, address churn, and enhance customer satisfaction. However, businesses may encounter challenges like data quality issues, privacy concerns, and resource limitations. Overcoming these obstacles necessitates a comprehensive approach, involving investments in data governance, talent acquisition, and technology infrastructure. By surmounting these challenges, businesses can harness the full potential of business analytics to drive strategic decisions, refine marketing strategies, and elevate overall business performance within Industry 4.0 environments. Originality/Value: Detailed analysis of all subjects related to the problems connected with the usage of business analytics in the case of smart manufacturing. [ABSTRACT FROM AUTHOR]