Massive Data Collection Strategies in Digital Marketing-Reference-Cited by-同舟云学术

Massive Data Collection Strategies in Digital Marketing

Published:2023-02-24 Issue: Volume: Page:82-99
ISSN:2327-5502
Container-title:Big Data Marketing Strategies for Superior Customer Experience
language:
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Author:

Lacárcel Francisco Javier S.¹

Affiliation:

1. University of Alicante, Spain

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.

Publisher

IGI Global

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