Research Intelligent Precision Marketing of E-commerce Based on the Big Data

Zhang, Jianhui; Zhu, Jia

doi:10.5430/jms.v5n1p33

Cited by 12 publications

(7 citation statements)

References 5 publications

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“…Com o desenvolvimento da internet, existiu uma tendência por parte das empresas para investirem em atividades online para atingir os seus objetivos de marketing. É cada vez mais frequente que as empresas de negócio eletrónico utilizem Big Data para desenvolver tarefas de marketing, como estudar as necessidades e preferências dos clientes, fazer monitorização de anúncios, e melhorar a gestão de preços (Zhang & Zhu, 2014).…”

Section: Fatores De Sucesso E Barreiras à Adoção De Modelos De Maturi...unclassified

“…A existência de sistemas de recomendações que auxiliam as empresas a agregar perfis de clientes e a fazer sugestões personalizadas de acordo com os interesses destes, é decisivo para melhor servir os clientes e conseguir melhorar a presença no mercado (Zhang & Zhu, 2014). As empresas aplicam técnicas de Big Data que incluem machine learning para modelar e estruturar o conteúdo de fontes de texto de maneira a obter informações valiosas.…”

Section: Fatores De Sucesso E Barreiras à Adoção De Modelos De Maturi...unclassified

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Fatores de sucesso do big data no negócio eletrónico: revisão narrativa de literatura

Barbosa¹,

Carvalho

Gonçalves

2021

CIMNE

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O crescimento das redes sociais, o aumento na procura do negócio eletrónico e o uso cada vez mais frequente de dispositivos móveis provocou um aumento drástico na quantidade de dados que as organizações têm disponíveis e que podem ser utilizados como uma fonte de vantagem competitiva. As tomadas de decisão baseadas em dados são cada vez mais importantes, o que provoca um crescente interesse no big data. O big data refere-se a grandes conjuntos de dados caraterizados por grandes volumes e variedade, tendo como origem diversas fontes e sendo gerados a alta velocidade. O fenómeno big data está a provocar alterações no mundo dos negócios e a estimular as empresas de negócio eletrónico a utilizar todos estes dados para fazer análise em tempo real de maneira a melhorar áreas como o marketing, os sistemas de pagamento, a logística e os processos de gestão. Os modelos de maturidade de big data permitem que uma organização tenha os seus métodos e processos avaliados de maneira a puder fazer uma melhoria continua, obter vantagens competitivas e melhorar a sua posição no mercado. O objetivo deste artigo foi perceber quais são os fatores de sucesso da adoção de modelos de maturidade de big data no contexto do negócio eletrónico.

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Section: Fatores De Sucesso E Barreiras à Adoção De Modelos De Maturi...unclassified

Fatores de sucesso do big data no negócio eletrónico: revisão narrativa de literatura

Barbosa¹,

Carvalho

Gonçalves

2021

CIMNE

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“…Recommender systems assist e-commerce providers in aggregating user profiles and making suggestions tailored to user interests derived from collected data. A new large-scale e-commerce recommendation algorithm combines an offline phase with an online one and surpasses traditional similar systems in accuracy and scalability of recommendations (16). Taking into account the differences between e-commerce and traditional retail industry in (17), RFMA clustering model that achieve client's "precision" division was constructed.…”

Section: Electronic Marketing With Big Datamentioning

confidence: 99%

Big data based system model of electronic commerce

Ilieva

Yankova²,

Klisarova³

2015

TJS

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The purpose of the paper is to systematically analyze the capabilities of big data technology to solve important problems in electronic commerce. The role of big data as one of the central priorities in modern information technologies for online sellers and buyers is underlined. Big data methods to improve the basic functional areas of e-commerce: marketing, payments, supply chain, and management are described. A new model for automation of key business processes in e-commerce through new technology is presented. The model is verified using practical examples of e-commerce activities. The process of e-commerce modernization requires additional infrastructure, new methods and modern software for better data organizing, customer personalization and improved decision making.

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“…Building on the tremendous popularity of the first marketing paradigm "4P", less recognized conceptual modifications such as green marketing, socially-oriented marketing, the concept of visual and olfactory merchandising began to form (Zhang & Zhu, 2013). There are quite a lot of such conceptual modifications of the marketing mix today (Ke, J.…”

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confidence: 99%

Influence of the Marketing Paradigm’s Cycles Patterns on the Global Entrepreneurship

Syaglova¹

2017

EMS

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Abstract:The relevance of the current study is conditioned by the need to forecast the structure of methodological tools, effectively reflecting the interests of participants of product distribution through better perception of their own benefits. This forecast might be possible with the right choice of marketing paradigms decisions at a certain time point with the necessary adjustment of the business and marketing practices. This choice gives the possibility to increase the efficiency of commercial activities of the participants of the product distribution. The aim of the study is to carry out the analysis of the evolution of marketing paradigms and concepts, identifying the stages of the evolution, rationale and feasibility of the transformation of the marketing paradigms on the example of best marketing practices. Objectives of the research is systematization of marketing paradigms, identification of their strengths, weaknesses and key differences from each other, characteristics of the fundamental differences of paradigms from concepts of marketing, revealing laws of the development of marketing paradigms. The subject of the research is the peculiarities and distinctive features of marketing paradigms and concepts, processes of their evolution and also the scientific outlook on the further development and possible transformation. The results of the study are the patterns identified, forecast of the evolution and transformation of the marketing paradigms, the establishment of the principle of cyclical paradigms as the inherent property of the evolutionary process that is an element of scientific novelty that meets all its characteristics such as uniqueness, repeatability, validity, practical significance and objectivity.

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Research Intelligent Precision Marketing of E-commerce Based on the Big Data

Cited by 12 publications

References 5 publications

Fatores de sucesso do big data no negócio eletrónico: revisão narrativa de literatura

Fatores de sucesso do big data no negócio eletrónico: revisão narrativa de literatura

Big data based system model of electronic commerce

Influence of the Marketing Paradigm’s Cycles Patterns on the Global Entrepreneurship

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