Crises are always challenging for banking systems. In the case of COVID-19, centralized payment networks and FinTech companies’ websites have been affected by user behavior globally. As a result, there is ample opportunity for marketing managers and professionals to focus on big data from FinTech websites. This can contribute to a better understanding of the variables impacting their brand name and how to manage risk during crisis periods. This research is divided into three stages. The first stage presents the web analytics and the data retrieved from the FinTech platforms. The second stage illustrates the statistical analysis and the fuzzy cognitive mapping (FCM) performed. In the final stage, an agent-based model is outlined in order to simulate and forecast a company’s brand name visibility and user behavior. The results of this study suggest that, during crises, centralized payment networks (CPNs) and FinTech companies with high organic traffic tend to convert new visitors to actual “customers”.
Nowadays, the cryptocurrency market is thriving, through the rise in cryptocurrency trading, opening the way for cryptocurrency trading websites' optimization. Optimization of customer satisfaction is a vital part of cryptocurrency trade organizations' digital marketing problems. It is vital to keep digital advertisement costs low while driving more traffic to a website. This study aims to define a digital marketing strategy for cryptocurrency trading websites by utilizing digital behavior metrics. Web analytics data were gathered from 10 world-leading cryptocurrency trade websites over 80 days. Statistical analysis of cryptocurrency trade web analytics, Fuzzy Cognitive Mapping modeling, and Agent-Based Model development have been deployed. Enhancement of cryptocurrency trade digital engagement levels can boost organizations' SEO and SEM strategy campaigns. Outputs of the study provide a handful of insights regarding cryptocurrency trading websites' digital promotion strategy optimization and the parameters of digital behavior mostly connected with websites' digital marketing costs and traffic. Cryptocurrency trade organizations should utilize both organic and paid campaigns, observe regularly their website KPIs connected with visitors' behavior and enhance their website users' experience, by increasing their engagement.
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