Optimising Customer Engagement Through Digital Intelligence

Normada Devi Bheekharry ()
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Normada Devi Bheekharry: Université des Mascareignes

A chapter in Advances in Digital Marketing and eCommerce, 2020, pp 179-187 from Springer

Abstract: Abstract Understanding customer online behaviour is critical for strategic marketing decision making and organisation survival and success. The internet has dramatically changed the key concept of marketing. Customers use different digital interface to communicate and share valuable information about their lifestyles, likes and dislikes, experiences, expectations, opinions and behaviours. Customers digital interactions have given rise to a huge amount of information contributing to digital marketing intelligence (DMI). Gathering and analysing customers’ online information from a variety of online platform can give marketing practitioners and researchers new opportunities to better understand customers’ online behaviour. Digital marketing intelligence is a new and emerging science in the digital marketing analytics arena. The purpose of this paper is to present the role of digital data analytics as an enabler of marketing decision making. The paper argues that digital intelligence represents an important tool for prospecting, acquiring and holding on customers.

Keywords: Online customer; Digital marketing intelligence; Customer engagement; Knowledge management (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47595-6_22

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DOI: 10.1007/978-3-030-47595-6_22

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