Essays about: "Data-driven marketing"

Showing result 11 - 15 of 28 essays containing the words Data-driven marketing.

1. 11. Insights on Creating a Growth Machine Using Attribution Modelling

   University essay from KTH/Optimeringslära och systemteori

   Author : Hannes Kindbom; Viktor Reineck; [2021]
   Keywords : Digital marketing; Attribution modelling; Last-touch attribution; Multi-touch attribution; Simple probabilistic; Logistic regression; Digital marknadsföring; Attributionsmodellering; Last-touch attribution; Multi-touch attribution; Simpel probabilistisk; Logistisk regression;

   Abstract : Given access to detailed tracking data, the problem of attribution modelling has recently gained attention in both academia and the industry. Being able to determine the influence of each marketing channel in driving conversions can help advertisers to allocate their marketing budgets accordingly and ultimately increase their customer base and achieve a higher Return On Investment (ROI). READ MORE

3. 12. Implementation and Exploitation of Data and Data Driven Decisions in B2B sales and marketing - A Case Study

   University essay from Göteborgs universitet/Graduate School

   Author : Ella Almius Cederstav; Elin Elmeljung; [2020-06-23]
   Keywords : Big data; Data driven; Data Analytics; Digital transformation; Change management;

   Abstract : Despite the increasing reliance on data in decision making, firms have issues turning their organisations data driven. Even though data driven decision making have an increasing impact on marketing and sales practices in all industries, a greater focus is given to consumer centered firms. READ MORE

4. 13. Contextualizing Data in Marketing Practice

   University essay from Göteborgs universitet/Graduate School

   Author : Jens Andersson; Robert Odéen; [2020-06-23]
   Keywords : Data-driven marketing; Digitalization; Analytics; Professional services;

   Abstract : Purpose - As data is becoming more available than ever for companies, this article aims to uncover the role of data within marketing practices by following its path through the marketers value creation process. That is, the factors deciding the use or non-use of data generated insights and how we can understand the dynamics between them. READ MORE

5. 14. IT’S IN THE DATA : A multimethod study on how SaaS-businesses can utilize cohort analysis to improve marketing decision-making

   University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

   Author : Gustav Fridell; Saam Cedighi Chafjiri; [2020]
   Keywords : saas; software as a service; software-as-a-service; data; cohort; cohort analysis; cohort-analysis; marketing; decision-making; decision making; marketing decision-making; marketing decision making; data; subscription; pricing model; data-driven; data driven; analytics; metrics; multimethod; multimethodology; action reserach; growth; profitability; segment;

   Abstract : Incorporating data and analytics within marketing decision-making is today crucial for a company’s success. This holds true especially for SaaS-businesses due to having a subscription-based pricing model dependent on good service retention for long- term viability and profitability. READ MORE

6. 15. Omnichannel path to purchase : Viability of Bayesian Network as Market Attribution Models

   University essay from Linköpings universitet/Filosofiska fakulteten; Linköpings universitet/Institutionen för datavetenskap

   Author : Anubhav Dikshit; [2020]
   Keywords : Market Attribution Model; Bayesian Network; Logistic Regression; Data driven marketing;

   Abstract : Market attribution is the problem of interpreting the influence of advertisements onthe user’s decision process. Market attribution is a hard problem, and it happens to be asignificant reason for Google’s revenue. There are broadly two types of attribution models- data-driven and heuristics. READ MORE