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Keywords: Data analytics
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Journal Articles
Journal of Research in Interactive Marketing (2022) 16 (3): 438–456.
Published: 12 October 2021
... and those types of reviews have a great impact on this interactivity through “word-of-click” (Swani et al., 2013 ; Wang, 2021), such as likes or votes. Data analytics Electronic commerce Online consumer behavior Online marketing Online shopping Text mining © Alberto Lopez...
Journal Articles
Journal of Research in Interactive Marketing (2019) 13 (2): 162–178.
Published: 15 May 2019
...Devon S. Johnson; Laurent Muzellec; Debika Sihi; Debra Zahay Purpose This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study...
Journal Articles
Journal of Research in Interactive Marketing (2014) 8 (1): 4–17.
Published: 04 March 2014
... (for the customer and the company), relevant (personalised) and engaging experience increasingly relies on a deep knowledge of the consumer; who they are, the devices they use to connect to the company and the content they want to see. Data analytics Business intelligence Customer data management...
