Massive Data Collection Strategies in Digital Marketing: Analyzing Successful Case Studies

View Sample PDF

Author(s): Francisco Javier S. Lacárcel (University of Alicante, Spain)
Copyright: 2023
Pages: 18
Source title: Big Data Marketing Strategies for Superior Customer Experience
Source Author(s)/Editor(s): Jose Ramon Saura (Rey Juan Carlos University, Spain)
DOI: 10.4018/978-1-6684-6454-0.ch004

Keywords: Business Science Reference / Data Analysis & Statistics / Library & Information Science / Marketing and Consumer Behavior

Purchase

View Massive Data Collection Strategies in Digital Marketing: Analyzing Successful Case Studies on the publisher's website for pricing and purchasing information.

Abstract

The implementation of data collection and analysis actions can improve the effectiveness and decision making on digital marketing strategies. The aim of this research is to find out which digital marketing actions are carried out by some companies and to be able to link them with big data applications directly or indirectly. The methodology of this study is a case study in which the following companies are chosen: Hawkers, Netflix, Marriott, GDV Mobility, Getlife, and Freshly Cosmetic. This chapter confirms the use of some applications based on the extraction, analysis and understanding of large amounts of data to make the best decision in their digital marketing campaigns.

The IRMA Community

Research IRM

Massive Data Collection Strategies in Digital Marketing: Analyzing Successful Case Studies

Purchase

Abstract

Related Content

IRMA Sponsors