3,557 research outputs found

    Sustainable digital marketing under big data: an AI random forest model approach

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    Digital marketing refers to the process of promoting, selling, and delivering products or services through online platforms and channels using the internet and electronic devices in a digital environment. Its aim is to attract and engage target audiences through various strategies and methods, driving brand promotion and sales growth. The primary objective of this scholarly study is to seamlessly integrate advanced big data analytics and artificial intelligence (AI) technology into the realm of digital marketing, thereby fostering the progression and optimization of sustainable digital marketing practices. First, the characteristics and applications of big data involving vast, diverse, and complex datasets are analyzed. Understanding their attributes and scope of application is essential. Subsequently, a comprehensive investigation into AI-driven learning mechanisms is conducted, culminating in the development of an AI random forest model (RFM) tailored for sustainable digital marketing. Subsequent to this, leveraging a real-world case study involving enterprise X, fundamental customer data is collected and subjected to meticulous analysis. The RFM model, ingeniously crafted in this study, is then deployed to prognosticate the anticipated count of prospective customers for said enterprise. The empirical findings spotlight a pronounced prevalence of university-affiliated individuals across diverse age cohorts. In terms of occupational distribution within the customer base, the categories of workers and educators emerge as dominant, constituting 41% and 31% of the demographic, respectively. Furthermore, the price distribution of patrons exhibits a skewed pattern, whereby the price bracket of 0–150 encompasses 17% of the population, whereas the range of 150–300 captures a notable 52%. These delineated price bands collectively constitute a substantial proportion, whereas the range exceeding 450 embodies a minority, accounting for less than 20%. Notably, the RFM model devised in this scholarly endeavor demonstrates a remarkable proficiency in accurately projecting forthcoming passenger volumes over a seven-day horizon, significantly surpassing the predictive capability of logistic regression. Evidently, the AI-driven RFM model proffered herein excels in the precise anticipation of target customer counts, thereby furnishing a pragmatic foundation for the intelligent evolution of sustainable digital marketing strategies

    Reviewing literature on digitalization, business model innovation, and sustainable industry : past achievements and future promises

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    Digitalization is revolutionizing the way business is conducted within industrial value chains through the use of Internet of Things (IoT) technologies, intensive data exchange and predictive analytics. However, technological application on its own is not enough; profiting from digitalization requires business model innovation such as making the transition to advanced service business models. Yet, many research gaps remain in analyzing how industrial companies can leverage digitalization to transform their business models to achieve sustainability benefits. Specifically, challenges related to value creation, value delivery, and value capture components of business model innovation need further understanding as well as how alignment of these components drive sustainable industry initiatives. Thus, this special issue editorial attempts to take stock of the emerging research field through a literature review and providing a synthesis of special issue contributions. In doing so, we contribute by developing a framework that communicates and sets the direction for future research by linking digitalization, business model innovation, and sustainability in industrial settings.fi=vertaisarvioimaton|en=nonPeerReviewed

    Digital transformation : construct definition challenges and scenarios for a research agenda

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    Indeed, digital transformation is just like the new models of the various technological devices (smartphones, tablets, smart watches) that are used without us fully mastering their resources. It is happening in an accelerated way without even having a clear understanding of the phenomenon. It is typically a situation in which reality occurs at a speed greater than its understanding, thus claiming the researchers' positioning in the face of digital contemporaneity. Just like Uber, that initially imposed itself as a “de facto” reality (in practice) before becoming a de jure standard (supported by law), the research agenda digital transformation seeks to guide the future of research in the field, but, due to the speed of changes, it may fit into the metaphor of the lantern on the ship's stern, helping to illuminate the past. Even though the organizational practice is more agile than the academy, it is still worth emphasizing the fundamental role of research in interpreting the nuances of the phenomenon through the most diverse perspectives..info:eu-repo/semantics/publishedVersio

    ieee access special section editorial multimedia analysis for internet of things

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    Big data processing includes both data management and data analytics. The data management step requires efficient cleaning, knowledge extraction, and integration and aggregation methods, whereas Internet-of-Multimedia-Things (IoMT) analysis is based on knowledge modeling and interpretation, which is more often performed by exploiting deep learning architectures. In the past couple of years, merging conventional and deep learning methodologies has exhibited great promise in ingesting multimedia big data, exploring the paradigm of transfer learning, association rule mining, and predictive analytics etc

    Guest Editorial: Special issue on data analytics and machine learning for network and service management-Part II

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    Network and Service analytics can harness the immense stream of operational data from clouds, to services, to social and communication networks. In the era of big data and connected devices of all varieties, analytics and machine learning have found ways to improve reliability, configuration, performance, fault and security management. In particular, we see a growing trend towards using machine learning, artificial intelligence and data analytics to improve operations and management of information technology services, systems and networks
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