A Methodological Approach for the Journey through Real-Time Marketing: From Customer Journey Analytics to Personalization Engines
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More about this item
Keywords
real-time marketing; personalization engines; big data marketing; customization strategiesm value co-creation;All these keywords.
JEL classification:
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- C55 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Large Data Sets: Modeling and Analysis
- C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
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