Essays about: "Data-driven marketing"

Showing result 21 - 25 of 28 essays containing the words Data-driven marketing.

  1. 21. Data-Driven Marketing: Purchase Behavioral Targeting in Travel Industry based on Propensity Model

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Lujiao Tan; [2017]
    Keywords : Data-driven Marketing; Propensity Model; Behavioral Targeting; Big Data; Travel Industry; Tourism Marketing;

    Abstract : By means of data-driven marketing as well as big data technology, this paper presents the investigation of a case study from travel industry implemented by a combination of propensity model and a business model “2W1H”. The business model “2W1H” represents the purchasing behavior “What to buy”, “When to buy”, and “How to buy”. READ MORE

  3. 22. The use of digital technologies to improve the post-purchase phase of a traditional company in the white goods sector: Case study on Electrolux

    University essay from KTH/Industriell Marknadsföring och Entreprenörskap

    Author : Luisa Cunha; Delila Kidanu; [2017]
    Keywords : Customer engagement; customer experience; digital marketing; digital transformation; experience economy; post-purchase phase;

    Abstract : Digital transformation effects the way companies engage with their customers, which is reflected in the post-purchase offerings. This change and added utilization of digital technologies allow companies to capture more data about their customer through different sources and by having the digital capabilities to transform this data into knowledge, companies can offer better products and personalized experiences. READ MORE

  4. 23. Data-driven decision making in Marketing : A theoretical approach

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Benjamin Peyne; Ariane Chan; [2017]
    Keywords : Data-driven decision making Strategic decision making Analytics Big data Marketing Decision making Decision making quality Marketing predictive Customer insight Intuition;

    Abstract : Customer insight is at the heart of the big data era. This revolution makesit possible to directly obtain high potential data and in large quantitiesabout customers. Thus we take note that, more than ever, a large volumeof big data is collected by companies.We observe that big data have become a necessary tool within marketing. READ MORE

  5. 24. The use of data in social media marketing : An explorative study of data insights in social media marketing

    University essay from Umeå universitet/Företagsekonomi

    Author : Sophie Grönlund; Tommy Schytt; [2017]
    Keywords : Marketing; Data; Data-driven marketing; Social media; Social media marketing; Engagement;

    Abstract : The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. READ MORE

  6. 25. The effects of personalized email communication within loyalty programs for businesses without possibilities for e-commerce

    University essay from KTH/Skolan för datavetenskap och kommunikation (CSC)

    Author : Alexis Tubulekas; [2017]
    Keywords : Personalized communication; personalized email; loyalty program; customer communication;

    Abstract : Communicating data-driven and personalized marketing content is today common among large B2C businesses with loyalty programs. Email has become the standard digital channel for this type of communication as it offers high cost-efficiency among digital channels and great possibilities for creating appealing content customized to the customer. READ MORE