A Study on the Role of Social Media Analytics in Understanding Consumer Behavior Through Power BI at Cryptex Technologies, Nagpur

Abstract

Social media analytics has emerged as a critical tool for understanding consumer behavior in today’s digital landscape. This study explores the integration of social media analytics with Power BI to gain actionable insights into consumer preferences, behaviors, and trends at Cryptex Technologies, Nagpur. Leveraging the capabilities of Power BI, the research examines how data visualization and analytics tools can translate vast amounts of social media data into meaningful insights that drive decision-making. The study employs a mixed-methods approach, combining qualitative and quantitative data analysis, to evaluate the effectiveness of Power BI in analysing social media metrics such as engagement rates, sentiment analysis, and demographic segmentation. Results indicate that social media analytics, when effectively integrated with advanced visualization tools, significantly enhances the understanding of consumer behavior, enabling businesses to make data-driven marketing decisions. The findings further reveal that the use of interactive dashboards and real-time data processing capabilities of Power BI facilitates a deeper comprehension of market trends, helping organizations remain competitive in a rapidly evolving business environment. This research contributes to the growing body of knowledge on the strategic application of social media analytics in consumer behavior studies and offers practical insights for businesses aiming to optimize their social media strategies using data visualization tools.