Using predictive analytics to morph marketing in real time: A consumer electronics case study

Francesco Federico
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Francesco Federico: Jones Lang LaSalle, UK

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 3, 232-242

Abstract: Today’s omni-channel consumer purchase funnel has become non-linear, cross-device and totally unpredictable. While technology has been the enabling factor of this radical disruption, it is also the key for brands to use to pivot and master the change. Indeed, predictive analytics, artificial intelligence and data modelling can be used to morph marketing communications in real time, achieving the scaled relevance of one-to-one communication. This paper will explore how Acer embraced predictive real-time marketing and how it contributed to achieving a truly unique view of the customer.

Keywords: real-time marketing; e-commerce; predictive analytics; omni-channel; multichannel; Big Data; multivariate modelling; online personalisation; online acquisition; retention (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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