Social Media Analytics as a Business Intelligence Practice:Current Landscape &amp; Future Prospects

Ruhi, Umar

doi:10.5171/2014.920553

Cited by 29 publications

(25 citation statements)

References 17 publications

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“…Manyika et al (2011) provides another example of Amazon.com which makes use of its recommendation software, a technology based on BI technique of Association Rules, to suggest which other item could be bought for every item a customer buys online (cross-selling), resulting in the retailer reporting that the strategy accounted for up to 30 per cent of sales hence success in market penetration through social media analytics. This view is supported by Ruhi (2014) who advocates for social media analytics to be used in tactical implementation of social media and corporate strategy. According to Leavey (2013), social media includes-in addition to sites like Facebook-forums where people create, share, and exchange information and ideas in virtual communities or networks and comment sections in mainstream media sites.…”

Section: Business Intelligence Technology and Market Penetrationmentioning

confidence: 98%

Business Intelligence Technology and Marketing Strategy in the Retail Sector

Owuor¹,

Njeru²

2018

ASSRJ

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Today's world is undergoing unprecedented changes due to increased competition, globalization, demanding customers with diverse tastes and preferences. This growth could be attributed to the declining cost of acquiring and storing very large amounts of data arising from sources such as customer transactions in retail outlets, e-businesses, RFID tags for inventory tracking, email, and product reviews among others. Business Intelligence technology is a recent development in business decision-making, both strategic and tactical, and a key driver of profitability. Critical corporate decisions are now grounded on empirical data which constitute the basis of both descriptive and predictive analytics. The study sought to assess the influence of Business Intelligence technology on marketing strategies of large supermarkets in Nairobi. Supermarkets generate vast amounts of transactional data, which can comprise a source of value when appropriate BI technology is optimally deployed on them to extract potentially strategic information. The study targeted five large supermarkets. The study used a descriptive cross-sectional research design where a structured questionnaire was used to collect pertinent data. Data were analysed using descriptive statistics and logistic regression analysis. The study results indicated minimal use of BI technology by large supermarkets in Nairobi county hence the influence of the same on marketing strategies was not extensive. However, the study established a statistically significant influence of certain aspects of BI technology on marketing strategy of large supermarkets in Nairobi. Despite lack of access to such data, supermarkets employed other components of BI technology such as data warehousing and market basket analysis which were used to some extent for market segmentation. The study recommends that supermarkets should widen their range of BI technologies and sources of data in order to enhance their marketing strategies. The study can be replicated in other service industries. BACKGROUND OF THE STUDYStrategic marketing planning translates overall corporate strategy to specific marketing objectives and action plans for implementation. Kotler and Armstrong (1999) argue that company strategy should be concerned with serving the needs of important consumer groups, adding that marketing provides inputs to strategic planning by identifying attractive markets. Traditional, more systematic marketing approaches of data collection relying on a narrow set of data such as age, income and lifestyle are increasingly being replaced by more agile Business Intelligence (BI) technology able not only to gather larger amounts of more diverse data faster, but also generate deeper, broader and more accurate customer insights to inform marketing strategies in line with a turbulent environment (Constantiou & Kallinikos, 2015). It also provides predictive analysis to allow for timely and effective exploitation of emerging opportunities and avoidance of risk (Nketia, 2016). Firms today collect much larger volume...

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Section: Business Intelligence Technology and Market Penetrationmentioning

confidence: 98%

Business Intelligence Technology and Marketing Strategy in the Retail Sector

Owuor¹,

Njeru²

2018

ASSRJ

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“…They include forums and message boards, review and opinion sites, social networks, blogging, microblogging, bookmarking, and media sharing. [13] From the marketing intelligence point of view, social media platforms are self-seeding data sources, as the users provide data by posts, share, likes, comments, photos etc. : "Every social media platform provides its own analytical data to help businesses make decisions about advertising spending and to help them choose their particular advertising tactics."…”

Section: ) Marketing Intelligence As Social Media Marketing and (Micmentioning

confidence: 99%

“…[14] Social media metrics include the opportunities to identify audiences, emerging business relevant topics, brand perceptions, user attitudes and behavior, market segments etc. [13] Targeting technologies, in collaboration with mobile technologies, enable marketers to identify and address specific customer communities and/or customers personally. This procedure is known as "mass customization" which refers to group-related or even individualized mass production: the individualized car, the personally branded chocolate or the personally configured sports shoe.…”

Section: ) Marketing Intelligence As Social Media Marketing and (Micmentioning

confidence: 99%

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

Lies¹

2019

IJIMAI

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This section introduces marketing from a digital-technological point view, following the popular digitalization processes of corporations. This review thus also describes the current landscape of digital marketing. Digitalization is supposed to be "unavoidable" [2], i.e. it becomes the foundation of applied marketing. With regards to digital marketing in combination with web-based services, marketers are experiencing an epoch "(…) of technology explosion and easy access to it by consumers (…)." [3] 1) Marketing Intelligence as IT-marketing and Big Data Marketing The introductory part of this paper concentrates on the term "marketing intelligence" in order to trace the path from digital data techniques to social engineering. The term "intelligence" is anything but new. As early as the 1960s, Kelley formulated the significance of marketing intelligence for management in the age of the information revolution. Even then, an increase in data volumes had been diagnosed [4]: Market information can be compared with that of military intelligence services. Top management staff must set up information channels at all data collection points. He proposes to create a novel position of "vice

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“…First of all, measuring the (ROI) of social media initiatives is very important and it is usually not easy to gauge it, so marketers are faced with lots of challenges to formulate and apply measurements tools/systems to deduced insights and indicators from social media outposts. Therefore, it is necessary to measure social media interactions and campaigns through social media analytics as Key Performance Indicators (Ruhi, 2014).…”

Section: Key Performance Indicators (Kpis)mentioning

confidence: 99%

تقییم إدارة محتوی مواقع التواصل الإجتماعی للهیئة العامة للتنشیط السیاحی باستخدام مؤشرات الأداء الرئیسیة

عبدالمنصف¹,

البدری²,

ماهر³

et al. 2019

مجلة کلیة السیاحة والفنادق - جامعة مدینة السادات

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Social media content management has been one of the biggest challenges that organizations face. Content marketing management is a digital way to manage the marketing message to the online audience, and this necessarily requires having a clear online strategy to define the smart objectives, the action plans, the tasks, and the key performance indicators framework. This research examines the assessment of Egyptian Tourism Authority social media content management by using Key Performance Indicators (KPIs). The collecting data of this research is gathered from ETA's social media platforms (Facebook page insights, Twitter Analytics, Instagram, and YouTube Analytics), comparing those social media platforms with some of ETA's competitors, and distributing 35 questionnaire forms on a sample of the ETA's official. The KPIs framework which is used in this research consists of five stages: Expose, Attract, Engage, Retain, and finally Influence. The results of this study have been presented according to those both approaches; content analysis and Netnography research. Those results demonstrate that ETA did not have an online strategy, smart objectives, and a KPI framework to measure its social media performance. Furthermore, there is a lack of the ETA's officials' awareness level about KPIs and social media content management.

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Social Media Analytics as a Business Intelligence Practice:Current Landscape & Future Prospects

Cited by 29 publications

References 17 publications

Business Intelligence Technology and Marketing Strategy in the Retail Sector

Business Intelligence Technology and Marketing Strategy in the Retail Sector

Marketing Intelligence and Big Data: Digital Marketing Techniques on their Way to Becoming Social Engineering Techniques in Marketing

تقییم إدارة محتوی مواقع التواصل الإجتماعی للهیئة العامة للتنشیط السیاحی باستخدام مؤشرات الأداء الرئیسیة

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