Innovation by integration of Drum-Buffer-Rope (DBR) method with Scrum-Kanban and use of Monte Carlo simulation for maximizing throughput in agile project management

Mayo-Alvarez, Luis; Del-Aguila-Arcentales, Shyla; Alvarez-Risco, Aldo; Chandra Sekar, M.; Davies, Neal M.; Yáñez, Jaime A.

doi:10.1016/j.joitmc.2024.100228

Journal of Open Innovation: Technology, Market, and Complexity

2024

DOI: 10.1016/j.joitmc.2024.100228

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Innovation by integration of Drum-Buffer-Rope (DBR) method with Scrum-Kanban and use of Monte Carlo simulation for maximizing throughput in agile project management

Luis Mayo-Alvarez,

Shyla Del-Aguila-Arcentales,

Aldo Alvarez-Risco

et al.

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2024

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An Exploration of Consumer Engagement Strategies Through the Lens of Artificial Intelligence in Marketing Personalization

Thandayuthapani,

Thirumoorthi,

Elantheraiyan

et al. 2024

Advances in Marketing, Customer Relationship Management, and E-Services

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The study uses consumer involvement theory to examine AI's potential to change marketing through personalization. Using client data and past encounters, AI may adapt messaging and boost engagement. Gamification motivates consumers—AI provides individualized gamified marketing for greater brand interactions. Predictive algorithms employ user data to customize adverts, product recommendations, and demographic content. NLP systems assess sentiment from social media/reviews. Companies can make messaging more engaging. Conversational AI improves consumer connections with real-time product recommendations and support. Personalization increases satisfaction and loyalty, but data privacy requires transparency and user control. AI-driven tailored marketing must be diverse to avoid bias.

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An Exploration of Consumer Engagement Strategies Through the Lens of Artificial Intelligence in Marketing Personalization

Thandayuthapani,

Thirumoorthi,

Elantheraiyan

et al. 2024

Advances in Marketing, Customer Relationship Management, and E-Services

View full text Add to dashboard Cite

show abstract

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Innovation by integration of Drum-Buffer-Rope (DBR) method with Scrum-Kanban and use of Monte Carlo simulation for maximizing throughput in agile project management

Cited by 1 publication

References 46 publications

An Exploration of Consumer Engagement Strategies Through the Lens of Artificial Intelligence in Marketing Personalization

An Exploration of Consumer Engagement Strategies Through the Lens of Artificial Intelligence in Marketing Personalization

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