Digital Analytics: A Data Miner’s Perspective

Richard Boire

Chapter Chapter 20 in Data Mining for Managers, 2014, pp 155-163 from Palgrave Macmillan

Abstract: Abstract The world of marketing has undergone a fundamental shift in the past 15 years with the advent of digital marketing and social media as new forums for interacting with customers. Digital technology now allows marketers to communicate in many different ways. Consumers are no longer merely reacting to communications; digital technology has enhanced their ability to be proactive regarding their desires and expectations for communications they receive. Consumers now have much more control of the marketing landscape. Companies that ignore this new paradigm do so at their own risk. E-mail messages, social media communication, mobile texting, GPS alerts, and blogging just represent a few of the many different facets of communication that did not yet exist in the 1990s. Moreover, consumers can choose to interact with a company’s website

Keywords: Direct Marketing; Page View; Direct Marketer; Online Customer; Unique Customer (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-40619-4_20

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DOI: 10.1057/9781137406194_20

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