Description
The rapid growth of technological developments on the internet has led many companies to adapt their businesses to the digital ecosystem and implement new methods and techniques to improve the users’ experiences and their analytical strategies. 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 the main strategies used by companies in their marketing actions. Advertising can be designed and shown considering users’ interests based on what they visit or where they go. That implies that the user experience is improved as long as they receive personalized adverts focused on what they were curious or concerned about. Thus, techniques such as artificial intelligence (AI), data mining, or business intelligence have allowed companies to act accordingly in real-time without user perception.
Big Data Marketing Strategies for Superior Customer Experience compiles and studies the major practices and case studies of big data marketing in recent years. In this digital era, this book can be used as a sourcebook on study cases focused on digital marketing strategies as well as the identification of new technologies that will help the development of initiatives and practices focused on marketing and data sciences. Covering topics such as customer satisfaction, collective intelligence, and sentiment analysis, this premier reference source is an essential resource for students and educators of higher education, marketers, innovators, business leaders and managers, entrepreneurs, librarians, researchers, and academicians.
Author's/Editor's Biography
Jose Ramon Saura (Ed.)
Jose Ramon Saura's research has focused on the theoretical and practical insights of various aspects of User Generated Content (UGC), with a specific focus around three major research approaches applied to business and marketing: data mining, knowledge discovery and information sciences. International Ph.D. in Business Economics at the Rey Juan Carlos University, London South Bank University (LSBU) and Harvard University (RCC). He is a Marketing Lecturer of the Department of Business Economics at the Rey Juan Carlos University, lecturing at the Faculty of Social Science and Law of Madrid. He has published articles focused on areas such as Business, Management, Computer Sciences, Multidisciplinary or Information Sciences, among others. His research has appeared in leading international journals such as the Journal of Business Research, International Journal of Information Management, Journal of Business & Industrial Marketing, Review of Managerial Sciences, Journal of Innovation and Knowledge, Journal of Mobile Communication, IJERPH or IEEE Access. Jose Ramon Saura serves on editorial and reviewer boards of a number of business and information sciences journals.