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

ReQwip : business plan and go-to-market strategy

textThe nature of this Report is to outline the proposed business opportunity for reQwip -- an online marketplace for buying, selling and renting sports equipment -- and the go-to-market strategy for this young startup. reQwip is an Austin, Texas-based technology company founded by students and alumni of The University of Texas at Austin for the purpuse of creating a mobile, peer-to-peer (P2P) marketplace for buying, selling and renting new and used sports equipment. ReQwip is launching its minimum viable product (MVP) in Spring 2014. The MVP is a liquid marketplace focused specifically on buying and selling new and used cycling and triathlon gear in Austin,TX and greater Central Texas. This MVP is our gateway into a sporting goods industry worth $150 billion in sales worldwide and$54 billion in the United States, of which $1-3 billion is used gear sales in the U.S.AdvertisingBusiness Administratio

Production of semi real time media-GIS contents using MODIS imagery

[Abstract]: Delivering environmental disaster information, swiftly, attractively, meaningfully, and accurately, to public is becoming a competitive task among spatial data visualizing experts. Basically, the data visualization process has to follow basics of spatial data visualization to maintain the academic quality and the spatial accuracy of the content. Here, “Media-GIS”, can be promoted as a one of the latest sub-forms of GIS, which targets mass media. Under Media-GIS, “Present” or the fist component of three roles of data visualization takes the major workload compare to other two, “Analysis” and “Explore”. When present contents, optimizing the main graphical variables like, size, value, texture, hue, orientation, and shape, is vital with regard to the target market (age group, social group) and the medium (print, TV, WEB, mobile). This study emphasizes on application of freely available MODIS true colour images to produce near real time contents on environmental disasters, while minimizing the production cost. With the brake of first news of a significant environmental disaster, relevant MODIS (250m) images can be extracted in GeoTIFF and KLM (Keyhole Markup Language) formats from MODIS website. This original KML file can be overlayed on Google Earth, to collect more spatial information of the disaster site. Then, in ArcGIS environment, GeoTIFF file can be transferred into Photoshop for production of the graphics of the target spot. This media-friendly Photoshop file can be used as an independent content without geo-references or imported into ArcGIS to convert into KLM format, which has geo-references. The KLM file, which is graphically enhanced content with extra information on environmental disaster, can be used in TV and WEB through Google Earth. Also, sub productions can be directed into print and mobile contents. If the data processing can be automated, system will be able to produce media contents in a faster manner. A case study on the recent undersea oil spill occurred in Gulf of Mexico included in the report to highlight main aspects discussed in the methodology

FIDE Congress 2020 - EU Competition Law and the Digital Economy: United Kingdom Report

This report was prepared for the 29th biennial Congress of the International Federation of European Law (FIDE) to be held in The Hague in May 2020. It is the national report for the United Kingdom in response to Topic 3 of the 2020 FIDE Congress, titled ‘EU Competition Law and the Digital Economy’. This report offers an overview of UK competition enforcement in digital economy markets by answering twelve questions organised into four sections. Part A summarises key UK antitrust and merger decisions, agency publications, priorities and goals of enforcement in digital economy markets. Part B focuses upon the definition of markets and conceptualisation of market power by UK authorities in digital economy cases in light of their challenges and particularities. Part C offers a detailed overview of the issues underpinning UK antitrust and merger scrutiny in this field: the types of conduct investigated, relevant factors and concepts, theories of harm, efficiency justifications and remedies in digital economy cases. Finally, Part D identifies the potential for incoherent enforcement in this field from two different sources: the overlap between UK competition law and ex ante regulatory regimes (e.g. consumer protection, data protection); and the overlap between the powers of various UK competition decision-makers (e.g. sectoral regulators, the Competition Appeal Tribunal, and the courts)

Universal Broadband: Targeting Investments to Deliver Broadband Services to All Americans

Suggests ways to implement Knight's 2009 recommendation for universal broadband access, including repurposing and distributing existing funds via a transparent, market-based approach and supporting adoption by low-income and other non-adopter communities

Tackling food marketing to children in a digital world: trans-disciplinary perspectives. Children’s rights, evidence of impact, methodological challenges, regulatory options and policy implications for the WHO European Region

There is unequivocal evidence that childhood obesity is influenced by marketing of foods and non-alcoholic beverages high in saturated fat, salt and/or free sugars (HFSS), and a core recommendation of the WHO Commission on Ending Childhood Obesity is to reduce children’s exposure to all such marketing. As a result, WHO has called on Member States to introduce restrictions on marketing of HFSS foods to children, covering all media, including digital, and to close any regulatory loopholes. This publication provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred in recent years, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s rights and digital privacy. Finally the report discusses the policy implications and some of the recent policy action by WHO European Member States

Content marketing model for leading web content management

This paper is envisaged to provide the Ukrainian businesses with suggestions for a content marketing model for the effective management of website content in order to ensure its leading position on the European and world markets. Our study employed qualitative data collection with semi-structured interviews, survey, observation methods, quantitative and qualitative methods of content analysis of regional B2B companies, as well as the comparative analysis. The following essential stages of the content marketing process as preliminary search and analysis, website content creation, promotion and distribution, and content marketing progress assessment were identified and classified in detail. The strategic decisions and activities at each stage of the process showed how a company’s on-site and off-site content can be used as a tool to establish the relationship between the brand and its target audience and increase brand visibility online. This study offered several useful insights into how website content, social media and various optimization techniques work together in engaging with the target audience and driving website traffic and sales leads. We constructed and described the content marketing model elaborated for effective web content management that can be useful for those companies that start to consider employing content marketing strategy for achieving business goals and increasing a leadership position

Marketing higher education in Africa : challenges and opportunities

This chapter examines the global marketing environment of today’s higher education institutions (HEIs). (Semi) Autonomous HEIs and business schools are increasingly behaving like for-profit organisations as they seek new opportunities and resources to prioritise revenue creation. Therefore, they are diversifying the portfolio of their student populations by recruiting domestic and international students. In this light, this contribution deliberates on contemporary integrated marketing communications that are intended to support HEIs to promote their quality, student-centred education as well as their high-impact and meaningful research in global markets. Moreover, it reports on how HEIs’ marketing endeavours will be able to forge fruitful and collaborative relationships with industry stakeholders; foster student mobility and engagement in exchange programmes, as they can create partnership agreements with other institutions, among other strategic avenues. These issues imply that tomorrow’s educational institutions will have to keep investing in adequate resources, competences and capabilities to leverage themselves amid intensifying competition in challenging socio-economic environments.peer-reviewe

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research