Data Mining and Market Intelligence for Optimal Marketing Returns

Chiu, Susan S.; Tavella, Domingo

doi:10.4324/9780080878096

Cited by 26 publications

(14 citation statements)

References 10 publications

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“…Customer development: in this stage, companies increase their selling to current customer [25]. Firms recognize and understand customer incentives and predict their behavior by gathering information and CRM, to enhance buying current or new products [2].…”

Section: B Customer Relationship Managementmentioning

confidence: 99%

Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

Ekhlassi¹

2012

IJIEE

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The purpose of this paper is to study the objectives, tools and media appropriate for each customer relationship stage and present a model showing this. Information era and changes caused by that have had an undeniable impact on these concepts. Thus, impacts of digital era and internet on dimensions of the presented model are discussed. Customer relationship management programs are focused on acquiring best customer, maintaining and encouraging him to consume products and services of the company more. The success key to this relationship is marketing communication. Firms communicate with customers, through marketing communication functions such as advertising, sales promotion, direct marketing and etc.

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Section: B Customer Relationship Managementmentioning

confidence: 99%

Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

Ekhlassi¹

2012

IJIEE

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“…The main problem is the optimization of banner advertising campaigns in marketing through targeting a proper user and the maximization of response analysis through the number of clicks. The issue of response analysis rate and marketing campaign optimization has been widely explained in data mining course book [12,13] and recently in online social network content [14].…”

Section: Related Literaturementioning

confidence: 99%

An Intelligent Model for Internet Advertising Selection Based on User-Profile

Mirzaei¹,

Hayati

2018

IJET

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With the growth of using the internet advertising, display error rate has been subsequently increased. As an instance of display error rate, it can be referred to advertisement inappropriate to user demand of modifying wrong advertising display. The most important problem related to marketing and advertising is to absolutely consider advertising true or false. To cope with such a problem, personalized advertising is made with respect to users' profile and behavior in order that accurate internet advertising is selected, and each user receives her/his favorite internet advertising. In this study, we presented a new profile with the internet advertising in an online bookstore to students and gathered their responses. Then, we used decision tree in data mining applications and modeled two separated datasets in two states of with a profile and without a profile. The results obtained for both datasets revealed that users profile can highly influence proper classification of the internet advertising.

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“…For instance, Rygielski, Wang, and Yen (2002) use DM techniques for Customer Relationship Management (CRM) examination, while Wang and Hong (2006) provide insight to Customer Profitability Management (CPM) systems. There are more studies using DM aiming to analyse process of customer acquisition, retention and growth of its profitability in International Cross-Industry Journal general (see Lessmann and Voss, 2009;Chu, Tsai and Ho, 2007;Chiu and Tavella, 2008).…”

Section: Introductionmentioning

confidence: 99%

What influences online shopping of individuals from European countries?

Kujundzic¹,

Jadrić²,

Ćukušić³

2011

PIEB

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The trend of broadband Internet expansion in conjunction with the increasing orientation of consumers towards buying via web shops, all combined with increased usage of e-banking services have contributed largely to the growth of online shopping trend. This paper deals with determining the influence of the chosen input variables (reading online magazines and newspapers, searching for product information online, using web TV, radio and ebanking services) on the observed target variable (online shopping, categorized by the level of its development in terms of individuals in European countries). The database was preloaded with data from EUROSTAT consisting of values for the abovementioned variables for 29 European countries in the period from 2007 to 2009. For the data mining process, the open source application Orange Canvas was used.

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Data Mining and Market Intelligence for Optimal Marketing Returns

Cited by 26 publications

References 10 publications

Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

Determining the Integrated Marketing CommunicationTools for Different Stages of Customer Relationship inDigital Era

An Intelligent Model for Internet Advertising Selection Based on User-Profile

What influences online shopping of individuals from European countries?

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