Temat: marketing analytics - Katalog OPAC zbiorów

Skocz do pozycji: 1.

Tytuł:: The use of management dashboard in monitoring the efficiency of the internet advertising campaigns illustrated on the example of Google Analytics
Kokpit menedżerski w monitorowaniu skuteczności kampanii reklamowych na przykładzie Google Analytics
Autorzy:: Strzelecki, Artur
Furmankiewicz, Małgorzata
Ziuziański, Piotr
Powiązania:: https://bibliotekanauki.pl/articles/585744.pdf
Data publikacji:: 2016
Wydawca:: Uniwersytet Ekonomiczny w Katowicach
Tematy:: Dashboard
E-marketing
Google Analytics
Kokpit menedżerski
Opis:: The paper discusses the use of management dashboards in monitoring the efficiency of e-marketing campaigns. The authors outlined the role of e-marketing in a contemporary organization, provided a definition of management dashboard and the key performance indicators pertaining to e-marketing. The research section characterizes the Google Analytics information panels and presents a case study of an advertising campaign run with their use.
Artykuł omawia temat użycia kokpitów menedżerskich w śledzeniu skuteczności kampanii e-marketingowych. Autorzy przedstawili rolę e-marketingu we współczesnej organizacji, zdefiniowali kokpit menedżerski i kluczowe wskaźniki wydajności w kontekście e-marketingu. W części praktycznej zostały przedstawione panele informacyjne Google Analytics oraz zaprezentowano studium przypadku kampanii reklamowej z ich wykorzystaniem.
Źródło:: Studia Ekonomiczne; 2016, 296; 136-150
2083-8611
Pojawia się w:: Studia Ekonomiczne
Dostawca treści:: Biblioteka Nauki

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Tytuł:: Identification of advanced data analysis in marketing: A systematic literature review
Autorzy:: Bąska, Mateusz
Dudycz, Helena
Pondel, Maciej
Powiązania:: https://bibliotekanauki.pl/articles/522286.pdf
Data publikacji:: 2019
Wydawca:: Uniwersytet Ekonomiczny w Katowicach
Tematy:: Advanced data analysis
Big data analytics
Marketing
Systematic review
Opis:: Aim/purpose – Marketing is an important area of activity for the vast majority of enterprises. Many of them try using marketing data analysis. Both the literature and the practice of many enterprises describe the use of advanced data analysis. However, interpretations of this concept differ. The aim of this paper is to identify the interpretation of advanced data analysis in marketing, in support of decision-making processes applied in the retail trading sector. Design/methodology/approach – The study was conducted using a systematic literature review, suggested by B. Kitchenham (2004), extended by C. Wohlin & R. Prikladniki (2013). This method was modified and expanded through the division of the whole study into two phases. Each phase is intended to facilitate obtaining answers to different important research questions. The first phase constitutes an exploratory study, whose results allow the detailed analysis of the literature in the second phase of the study. Findings – The results of this study of the relevant literature indicate that scholarly publications do not use the phrase ‘advanced data analysis’, and its context is described with the term ‘data analysis’. Another term used broadly within the sphere of data analysis is ‘big data’. The concept of ‘data analysis’ in marketing is focused around the term ‘big data analytics’ and terms linked to the word ‘customer’, such as ‘customer-centric’, ‘customer engagement’, ‘customer experience’, ‘customer targeting service’, and ‘customers classification’. The study of the literature undertaken indicates that marketing employs data analysis in such areas as customer needs identification and market segmentation. Research implications/limitations – The study of the literature review was carried out using selected four databases containing publications, i.e. Web of Science, IEEE, Springer and ACM for the period 2008 to 2018. The research described in the article can be continued in two ways. First, by analysing the literature presented in this paper on advanced data analysis in marketing using the method called snowball sampling. Secondly, the results obtained from the first stage of the study can be used to conduct the study with other databases. Originality/value/contribution – The main contribution of this work is the proposal of modifying the systematic literature review method, which was expanded through the introduction of two phases. This division of two stages is important for conducting studies of literature when there are no clear, established definitions for the concepts being employed. The result of the study is also a set of ordered terms and their meanings that clearly define advanced data analysis in marketing.
Źródło:: Journal of Economics and Management; 2019, 35; 18-39
1732-1948
Pojawia się w:: Journal of Economics and Management
Dostawca treści:: Biblioteka Nauki

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