Using big data for customer centric marketing

This chapter deliberates on “big data” and provides a short overview of business intelligence and emerging analytics. It underlines the importance of data for customer-centricity in marketing. This contribution contends that businesses ought to engage in marketing automation tools and apply them to create relevant, targeted customer experiences. Today’s business increasingly rely on digital media and mobile technologies as on-demand, real-time marketing has become more personalised than ever. Therefore, companies and brands are striving to nurture fruitful and long lasting relationships with customers. In a nutshell, this chapter explains why companies should recognise the value of data analysis and mobile applications as tools that drive consumer insights and engagement. It suggests that a strategic approach to big data could drive consumer preferences and may also help to improve the organisational performance.peer-reviewe

Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception

Exploring customer interaction and management response in luxury hospitality through online reviews in social media

This dissertation aims to understand the feelings expressed by consumers on online reviews, regarding the different dimensions that comprise a luxurious hotel experience, alongside with how management response reflects guests 'feedback. To contextualize this modern online interaction, the research comprises the analysis of relationship marketing and customer engagement concepts, as basis theoretical constructs, alongside with social media marketing and electronic word-of-mouth. Giving this broad knowledge concerning the type of relationship established between hotels and guests nowadays, it was possible to investigate much further the hospitality sector, highlighting online reviews and how they have been promoted a deeper study about consumers 'experiences. Afterwards, one analysed the process behind hotels' response to the online available feedback, translated into the concept of management response, in terms of its conceptualization, benefits and potential strategies. A netnographic study was conducted on two luxury hotel brands - Hilton and Marriott, and eight hotels were selected - four of 4-star and four of 5-star - on London. Two hundred reviews were extracted for each property on Tripadvisor, side by side with hotels 'responses, so in the end 2864 online comments were gathered between February and March 2019.Esta dissertação visa compreender os sentimentos expressados pelos consumidores nas "online reviews", sobre os diferentes elementos que compõe uma experiência hoteleira luxuosa, assim como de que forma a resposta dos hotéis reflete esse mesmo "feedback". Para contextualizar esta moderna interação "online", a investigação compreende o estudo dos conceitos de "relationship marketing" e "customer engagement", como pilares teóricos, bem como de "social media marketing" e "electronic word-of-mouth". Com um conhecimento alargado sobre o tipo de relação estabelecida entre hotéis e hóspedes nos dias de hoje, foi possível estudar o sector hoteleiro em específico, dando destaque às "online reviews" e à forma como têm contribuindo para um estudo mais aprofundado das experiências dos consumidores. Depois, analisou-se o processo que envolve a resposta dos hotéis ao "feedback" disponível "online", traduzido na noção de "management response", em termos da sua conceptualização, benefícios e possíveis estratégias. Foi realizado um estudo netnográfico a duas marcas pertencentes ao sector hoteleiro de luxo - Hilton e Marriott, tendo sido oito hotéis selecionados - quatro de 5 estrelas e quatro de 4 estrelas - na cidade de Londres. Foram extraídas 200 "reviews" sobre cada uma das propriedades no Tripadvisor, assim como a resposta dos respectivos hotéis, traduzindo-se num total de 2864 comentários analisados entre Fevereiro e Março de 2019

Application Design and Engagement Strategy of a Game with a Purpose for Climate Change Awareness

The Climate Challenge is an online application in the tradition of games with a purpose that combines practical steps to reduce carbon footprint with predictive tasks to estimate future climate-related conditions. As part of the Collective Awareness Platform, the application aims to increase environmental literacy and motivate users to adopt more sustainable lifestyles. It has been deployed in conjunction with the Media Watch on Climate Change, a publicly available knowledge aggregator and visual analytics system for exploring environmental content from multiple online sources. This paper presents the motivation and goals of the Climate Challenge from an interdisciplinary perspective, outlines the application design including the types of tasks built into the application, discusses incentive mechanisms, and analyses the pursued user engagement strategies