The Model of Integrated System for Customer Behaviour Analysis

Bartosz Bodziak
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Bartosz Bodziak: Maria Curie-Sklodowska University, Poland

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Abstract: In this article, the author has introduced trends in developing technologies used for analysing consumer behaviour and supporting marketing actions in malls and retail networks focusing on using data in marketing information systems. The author has presented solutions based on indoor navigation and indoor positioning systems, customer loyalty software and social network data analysis systems, which currently, due to insufficient integrity, do not provide a full scope analysis of customer behaviour on site, as a result decreasing effectiveness of taken marketing actions. The author has proposed a model of system which integrates separate technology groups in one consistent solution in order to achieve synergy effect in the area of customer behaviour analysis and behavioural targeting. A group of systems integrated in one, consistent technology is a new source for building marketing information systems, especially crucial for big commercial retail networks.

Keywords: customer behaviour, IoT, big data, MkIS, indoor positioning systems (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp17:385-391

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