... intelligence Customer analytics Customer data management Data mining The term marketing big data analytics (BDA) refers to the technologies and statistical techniques whereby marketers analyze large amounts of data to make useful inferences about customers and competitors. It is evident...

.... Qualitative research SEM Consumer behaviour Twitter Data mining Human-computer interaction The rapid technological evolution leads to a development of smaller devices with higher performance and thus accelerates the change from the personal computer (PC) era to the post-PC era (Hennessy, 1999...

... k-fold cross-validation and data-mining to gain a better understanding of how several variables associated with Internet banner ads impact business metrics, such as activities, clicks and eCPA. Despite this data-mining approach, this study also contributes to the interactive marketing literature...

... strategical objectives. René Michel can be contacted at: rene.michel@web.de 28 10 2015 25 01 2016 20 03 2016 22 05 2016 27 05 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Data mining Customer analytics Direct...

... as a result of the campaign he was in – is not available on the customer level. Tobias von Martens can be contacted at: tobias.vonmartens@altran.com © Emerald Group Publishing Limited 2013 Data mining Customer analytics Direct marketing Marketing analysts usually use scores...