Big Data Applications in Digital Marketing

Every year, a set of new trends arise that change the course of the digital marketing process and make it easier for marketers to do their work and save time continuously. One of the most critical new trends that have greatly influenced digital marketing and are expected to sustain its impact in the future is Big Data. This article aimed to outline the role of big data in digital marketing by discussing its various applications in digital marketing operations. This article was based on the systematic review methodology by reviewing the previous literature in the study area. The results obtained from the literature showed various applications of big data analytics in digital marketing, including (improving customer experience, measuring and analyzing competitors, innovation and product development....etc.). The article also discovered that companies regularly employ big data to improve the accuracy of different marketing decisions, such as enhancing customer knowledge, providing highly customized promotional content, increasing sales, and measuring the effectiveness of digital marketing campaigns. This article will provide a theoretical base for future researchers to conduct a field study on Turkish companies to examine to what extent they are using big data analytics in digital marketing

Identifying and Evaluating Early Stage Fintech Companies: Working with Consumer Internet Data and Analytic Tools

The purpose of this project is to work as an interdisciplinary team whose primary role is to mentor a team of WPI undergraduate students completing their Major Qualifying Project (MQP) in collaboration with Vestigo Ventures, LLC. (“Vestigo Ventures�) and Cogo Labs. We worked closely with the project sponsors at Vestigo Ventures and Cogo Labs to understand each sponsor’s goals and desires, and then translated those thoughts into actionable items and concrete deliverables to be completed by the undergraduate student team. As a graduate student team with a diverse set of educational backgrounds and a range of academic and professional experiences, we provided two primary functions throughout the duration of this project. The first function was to develop a roadmap for each individual project, with concrete steps, justification, goals and deliverables. The second function was to provide the undergraduate team with clarification and assistance throughout the implementation and completion of each project, as well as provide our opinions and thoughts on any proposed changes. The two teams worked together in lock-step in order to provide the project sponsors with a complete set of deliverables, with the undergraduate team primarily responsible for implementation and final delivery of each completed project

International distribution channel strategies for service products: Case study research on Internet of Things enabled innovative B2B services

This master’s thesis research examines how manufacturing companies in the high-technology industries have crafted their distribution strategies, why the decisions have been made and how the channels are evolving. The main focus of this research is to study how innovative Internet of Things enabled (remote condition monitoring) service products are distributed. The research studies the topic by relating distribution literature to three different theoretical areas, namely, value in relationships, product-technology maturity and market diversity. These approaches were chosen because of their ability to explain dynamism, longitudinal development, and transitions within the channels. The research is a multiple case study that utilizes interviews as a main source of data. The qualitative research pursues to produce knowledge about service product distribution channels. The researcher seeks to investigate which factors affect distribution of remote condition monitoring service products and to reveal contingencies. There were four cases studied as the researcher pursued case comparison and thus, to produce generalization. The study results suggest that the strategies are either direct or dual distribution strategies at introduction phase and then they develop into more cooperative hybrid channels or continue with dual strategy. Value in relationships have effect on dual and hybrid distribution decisions as well as type, intensity and coverage of distribution, but also relates to standardization of distribution strategy. Service product-technology maturity affects channel development related aspects and which channels can be exploited. Market diversity explains utilizing multiple channels in distribution as well as adaptation of strategy. When more markets are penetrated, adaptation pressure increases. When this kind of a service product is sold a lot of value has to be proposed and security related aspects must be addressed in the sales situation through direct interaction. Thus, proactive and competent sales people are important factors for success.fi=Opinnäytetyö kokotekstinä PDF-muodossa.|en=Thesis fulltext in PDF format.|sv=Lärdomsprov tillgängligt som fulltext i PDF-format

Trust based marketing on the internet

Cover title. "October 15, 1998."Includes bibliographical references (p. 18-20).Partial support from the MIT International Motor Vehicle Project.by Glen L. Urban, Fareena Sultan, William Qualls

Investigating Personalized Price Discrimination of Textile-, Electronics- and General Stores in German Online Retail

Developers of pricing strategies in e-commerce businesses see a wide range of opportunities for deploying online price discrimination techniques given their ability to track consumers’ online identity and behavior. In theory, an increasing use of personal data enables organizations to show every single consumer their own personalized price, which is determined by the consumer’s characteristics, e.g. age, gender, surfing history, or location. This paper aims to explore the existence of online price discrimination activities within the German ecommerce market using a three-method approach. First, inquiring the online retailers via email and investigating their public documents; second, surveying students; and third, using a software crawler to simulate surfing activity. Our results do not provide any evidence of individualized price discrimination, which, we argue, is due to economic and political reasons, not technical reasons

Automatisoitujen konttiterminaalien etämonitorointi

This master’s thesis studies the possibilities of remote connections and remote monitoring for the cargo handling solution provider Kalmar. Kalmar’s equipment is used in critical container terminals, where downtimes or delays are not tolerated, which is why it is important to provide reliable machines. This thesis studies, whether monitoring data could help in creating more reliable machines, and how different stakeholders could benefit from remote monitoring. During this master’s thesis work, a demo version of a remote center was built at Kalmar’s Tampere Competence Center. New telecommunication technologies, such as URLLC and LoRa, which may prove to be helpful in establishing wireless remote connections in container terminals, are also discussed in the case study. The theoretical part of this study mainly consists of a literature review, focusing on remote connections and monitoring, Industrial IoT (Evans, Annunziata 2012, Kunttu, Kiiveri 2012, Jurvansuu, Ailisto et al. 2013), data visualization (Becker, Mottay 2001, Väänänen-Vainio-Mattila, Wäljas 2009) and maintenance (de Faria Jr., Costa et al. 2015, Peng, van Houtum 2016). The case study of the thesis is based on literature studies and empirical data. The empirical data was collected by participating in Kalmar’s development events and by building a demo version of the remote center. First-hand observation on Kalmar’s products and operations was done during a summer internship and in informal discussions with Kalmar’s engineers and managers. This thesis suggests that remote connections and remote monitoring would benefit Kalmar and other stakeholders involved. A physical remote center is not necessarily needed in order to monitor equipment globally, but it could have significant marketing value. Wireless communication technologies related to remote connections and monitoring could offer more flexible deployment of cranes and cost savings. It seems that remote connections and monitoring could provide a lot of new business possibilities for Kalmar

Slow Fashion Brand’s Digital Marketing: What impact does digital marketing´s slow fashion brand have on e-commerce implementation?

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceThis project thesis aims to examine the impact of digital marketing on slow fashion brands through the implementation of e-commerce. Slow fashion brands have gained significant attention recently due to their commitment to sustainable and ethical production practices. However, their success in the digital age largely depends on their ability to utilize digital marketing tools to reach their target audience effectively. This thesis explores how implementing e-commerce can impact the overall digital marketing strategy of a specific slow fashion brand, Portuguesa. The research uses an approach of a quantitative analysis of data from slow fashion e-commerce websites and Google analytics. The findings show that e-commerce implementation can significantly improve a slow fashion brand's digital marketing performance, particularly regarding online visibility, customer engagement, and conversion rates. The results highlight the importance of aligning digital marketing efforts with e-commerce implementation for the success of slow fashion brands in the digital age. The study also points out that e-commerce implementation supports slow fashion brands' sustainable and ethical values. Overall, the thesis contributes to understanding how digital marketing and e-commerce can be used to promote sustainable fashion and support the growth of a recent slow fashion brand, Portuguesa

Building strategy to penetrate deeper into the stagnant and unattractive contact lens market

Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2013.Cataloged from PDF version of thesis.Includes bibliographical references (p. 74-76).This thesis builds up important strategic elements to penetrate deeper into the stagnant and mature contact lens market by focusing on adolescents. First, contact lens adoption is studied to strategically generate awareness and build community effect for increasing purchase. Second, the competition is analyzed broadly at an industry level to favorably position a manufacturer against rivals to gain market share.by Tajinder Toor.M.B.A