2020
DOI: 10.1108/emjb-09-2018-0054
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Data-driven marketing for growth and profitability

Abstract: PurposeIn the current business environment, more uncertain than ever before, understanding consumer behavior is an integral part of an organization's strategic planning and execution process. It is the key driver for becoming a market leader. Therefore, it is important that all processes in business are customer centric. Marketers need to harness big data by engaging in data driven-marketing (DDM) to help organizations choose the “right” customers, to “keep” and “grow” them and to sustain “growth” and “profita… Show more

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Cited by 54 publications
(29 citation statements)
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“…If the processes prove to be successful when tested, then teams can proceed to the stage of replication through the implementation of MA. The successful implementation of MA involves the adoption of datadriven decisions (J€ arvinen and Taiminen, 2016;Grandhi et al, 2020), tracking and measuring (Liang and Gao, 2020), and adjustment (J€ arvinen and Karjaluoto, 2014). Data-driven decisions are made according to the intelligence gathered from tracking and measuring of performance activity, which, in turn, allows for continuous adjustment of elements.…”
Section: Discussionmentioning
confidence: 99%
“…If the processes prove to be successful when tested, then teams can proceed to the stage of replication through the implementation of MA. The successful implementation of MA involves the adoption of datadriven decisions (J€ arvinen and Taiminen, 2016;Grandhi et al, 2020), tracking and measuring (Liang and Gao, 2020), and adjustment (J€ arvinen and Karjaluoto, 2014). Data-driven decisions are made according to the intelligence gathered from tracking and measuring of performance activity, which, in turn, allows for continuous adjustment of elements.…”
Section: Discussionmentioning
confidence: 99%
“…Debido al éxito de programas de análisis de marketing, las organizaciones tienen un efecto profundo en la tasa de adopción (Cates, 2018). Morán y Cañarte (2017) afirman que las redes sociales son indispensables en las estrategias de marketing, porque trata de la atracción y fidelización de clientes y además, crea una experiencia más personalizada basada en diferentes parámetros, como, ingresos, edad, sexo, ubicación y compras (Grandhi, Patwa & Saleem, 2020), así como medir la popularidad en función del nivel de actividad que presentan sus miembros (Narváez & Montalvo, 2014).…”
Section: Marco Teóricounclassified
“…Such marketing strategy is especially important to the rapid development of Mobile Internet and the increasing prevalence of social media 31,32 . However, data‐driven precision marketing integrates higher product involvement, which is also stimulated to the consumer's privacy or ethical concerns 1 …”
Section: Literature Reviewmentioning
confidence: 99%
“…Marketing stimuli surrounds us in many forms, both online and offline, and marketers filter much of what we learn from this world. Consumers rely on marketers to sell those products and services that are safe and operate as promised, and to tell the truth about what they are selling 1,2 . Data about consumers is used to personalize marketing messages as well as to gain a better knowledge of the consumers' needs, ultimately improving business effectiveness and increasing profits 3,4 .…”
Section: Introductionmentioning
confidence: 99%