Influence of Digital Transformation on the Customer Relationship

Hahn, Sarah Myriam Lydia

doi:10.1007/978-3-030-31362-3_20

Cited by 2 publications

(1 citation statement)

References 12 publications

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“…Analyzing conversion rates at various stages of the sales funnel provides insights into the effectiveness of different marketing channels and strategies. A/B testing and optimization efforts can be guided by conversion rate data to enhance overall campaign performance (Arikan, 2023, Hahn, 2019, McGuirk, 2023.…”

Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Data, enabling marketers to extract actionable insights, identify trends, and make informed decisions. The integration of AI further enhances these capabilities, automating processes and offering predictive analytics for more targeted and personalized marketing strategies. The paper delves into various strategies employed in Digital Marketing Analytics, encompassing data collection, analysis, and interpretation. It discusses the significance of real-time analytics in responding promptly to market changes, optimizing campaigns, and enhancing customer experiences. Additionally, the review addresses the ethical considerations surrounding data privacy and the responsible use of AI in marketing practices. The synergy between Big Data and AI is explored as a catalyst for innovation in digital marketing. Strategies such as machine learning algorithms for customer segmentation, sentiment analysis, and predictive modeling are examined for their potential to revolutionize marketing effectiveness. Moreover, the paper highlights the evolving role of analytics in measuring the return on investment (ROI) of digital marketing initiatives. This review provides insights into the evolving landscape of Digital Marketing Analytics, emphasizing the strategic importance of leveraging Big Data and AI. Businesses that embrace these technologies stand to gain a competitive edge by unlocking valuable insights, optimizing marketing efforts, and staying agile in response to dynamic market conditions.

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Section: Roi Measurement and Performance Metricsmentioning

confidence: 99%

Digital marketing analytics: A review of strategies in the age of big data and AI

Rhoda Adura Adeleye,

Kehinde Feranmi Awonuga,

Onyeka Franca Asuzu

et al. 2024

World J. Adv. Res. Rev.

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Digital transformation and marketing: a systematic and thematic literature review

et al. 2023

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This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified. Through the adoption of a content analysis process, a multi-dimensional framework synthesizing the DT and marketing binomial has been provided. Results identify two thematical patterns: the macro-themes, related to the main digital technologies adopted within the marketing function, and the micro-themes, related to the effect/impact of these technologies on marketing processes and activities. Concerning the micro-themes, findings show how they have mainly studied from the customer and business processes’ perspectives, thus identifying an interesting research gap related to the analysis of the DT-marketing phenomenon from the employees’ standpoint. Based on these results, the paper derives a research agenda by also providing theoretical and managerial implications. Theoretically, it is the first systematic and thematic review focused on DT and marketing. In particular, it analyses this binomial from a broad and comprehensive perspective, thus offering a synergistic framework of the existing literature, which allows an inclusive vision and understanding about the phenomenon. At the managerial level, the paper could help organizations to enhance their awareness about marketing areas and processes that could better benefit from digitalization, thus driving the overall transition of firms towards DT.

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Influence of Digital Transformation on the Customer Relationship

Cited by 2 publications

References 12 publications

Digital marketing analytics: A review of strategies in the age of big data and AI

Digital marketing analytics: A review of strategies in the age of big data and AI

Digital transformation and marketing: a systematic and thematic literature review

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