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

Middleware Technologies for Cloud of Things - a survey

The next wave of communication and applications rely on the new services provided by Internet of Things which is becoming an important aspect in human and machines future. The IoT services are a key solution for providing smart environments in homes, buildings and cities. In the era of a massive number of connected things and objects with a high grow rate, several challenges have been raised such as management, aggregation and storage for big produced data. In order to tackle some of these issues, cloud computing emerged to IoT as Cloud of Things (CoT) which provides virtually unlimited cloud services to enhance the large scale IoT platforms. There are several factors to be considered in design and implementation of a CoT platform. One of the most important and challenging problems is the heterogeneity of different objects. This problem can be addressed by deploying suitable "Middleware". Middleware sits between things and applications that make a reliable platform for communication among things with different interfaces, operating systems, and architectures. The main aim of this paper is to study the middleware technologies for CoT. Toward this end, we first present the main features and characteristics of middlewares. Next we study different architecture styles and service domains. Then we presents several middlewares that are suitable for CoT based platforms and lastly a list of current challenges and issues in design of CoT based middlewares is discussed.Comment: http://www.sciencedirect.com/science/article/pii/S2352864817301268, Digital Communications and Networks, Elsevier (2017