| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
658.8/72 |
| 書名/作者: |
Big data marketing strategies for superior customer experience/ Jose Ramon Saura. |
| 其他作者: |
Saura, José Ramâon, |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2023. |
| 面頁冊數: |
1 online resource (346 p.) |
| 標題: |
Internet marketing. |
| 標題: |
Target marketing. |
| 標題: |
Big data. |
| 標題: |
Customer services. |
| ISBN: |
9781668464564 (electronic bk.) |
| ISBN: |
1668464543 |
| ISBN: |
9781668464540 |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
Chapter 1. The impact of big data on customer satisfaction through marketing: a bibliometric analysis -- Chapter 2. The nudge thinking and its application with marketing strategies based on big data: a review -- Chapter 3. Impact ofcollective intelligence on business management: a literature review -- Chapter 4. Massive data collection strategies in digital marketing: analyzing successful case studies -- Chapter 5. Bibliometric analysis of personal data, user privacy,and personal data market(s) -- Chapter 6. An assessment of "advergames" implementation: analysis of market strategies in digital marketing towards a user experience qualitative rating -- Chapter 7. SEO through the e-costumer journey -- Chapter 8. Use of social media by companies: an exploratory study -- Chapter 9. What do twitter users think of top fast food brands?: exploring public opinion using a sentiment analysis approach -- Chapter 10. Why good marketing can be turnedinto art: a conceptual analysis -- Chapter 11. The desings of propaganda and marketing and their impact on the digital revolution of the current world. |
| 摘要、提要註: |
"The rapid growth of technological developments on the Internet has led many companies to adapt their business to the digital ecosystem and implement new methods and techniques not only to improve the users' experience but also to improve their analytical strategies. What is more, due to the accelerated interconnected world, the amount of information shared on the Internet has widely increased, hence, this allows companies to gather useful data so they can obtain a competitive advantage from it. Therefore, this data utilization has changed the way customers buy and interact with enterprises, obtaining a powerful and personalized user experience along their customer journey. Moreover, in the past few years, the digital ecosystem has been chosen as the main channel used by consumers for the purchase of goods and services. As a result, digital marketing and online advertising have become one of the main strategies used by companies to get toknow the results they obtain with their marketing actions. Accordingly, Big Data Marketing has arrived as a novel digital marketing tool applied to emerging technologies on the Internet. Big Data Marketing utilizes large amounts of data toshow the proper online audience the right adverts in the accurate moment at any time the audience is using their device. Therefore, advertising can be designed and shown considering users' interests based on what they visit or where they go to. That implies that the user experience is improved as long as they receive personalized adverts focused on what they were curious or concerned about. Besides, companies launch adverts based on Big Data Marketing depending on the interests and offers of each user. Thus, techniques such as Artificial Intelligence (AI), Data Mining, or Business Intelligence have allowed companies to act accordingly in real-time without the user perception. To sum up, the aim is to identify how Big Data Marketing can improve user experience and digital marketing strategies"-- |
| 電子資源: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-6684-6454-0 |