IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

A Framework for Analyzing the Impact of Data Analytics and the Internet of Things on Digital Marketing

A Framework for Analyzing the Impact of Data Analytics and the Internet of Things on Digital Marketing
View Sample PDF
Author(s): Dimitris K. Kardaras (Athens University of Economics and Business, Greece), Bill Karakostas (VLTN BBVA, Belgium), Stavroula G. Barbounaki (Merchant Marine Academy of Aspropyrgos, Greece)and Stavros Kaperonis (Panteion University of Social and Political Sciences, Greece)
Copyright: 2019
Pages: 30
Source title: Techno-Social Systems for Modern Economical and Governmental Infrastructures
Source Author(s)/Editor(s): Alexander Troussov (The Russian Presidential Academy of National Economy and Public Administration, Russia)and Sergey Maruev (The Russian Presidential Academy of National Economy and Public Administration, Russia)
DOI: 10.4018/978-1-5225-5586-5.ch009

Purchase

View A Framework for Analyzing the Impact of Data Analytics and the Internet of Things on Digital Marketing on the publisher's website for pricing and purchasing information.

Abstract

The proliferation of the internet of things will open up new opportunities for implementing the digital transformation of businesses. Available data is expected to rise in unprecedented levels of quantity with the IoT playing an important role towards that end. Data analytics techniques will provide businesses with refined pieces of information in almost all aspects in both B2C and B2B context, thus refining services design and customization with more flexibility and options that focus right at the heart of consumers' needs. Digital marketing depends on these developments. This chapter aims at proposing a framework for analyzing the implications of data analytics and IoT on digital marketing.

Related Content

Iris-Panagiota Efthymiou, Symeon Sidiropoulos. © 2024. 24 pages.
Nitish Kumar Minz, Anshul Saluja. © 2024. 29 pages.
Iris-Panagiota Efthymiou. © 2024. 24 pages.
Antoine Toni Trad. © 2024. 43 pages.
Martha Ann Davis McGaw. © 2024. 15 pages.
Agyabeng Nimfah Yeboah, Leila Goosen. © 2024. 24 pages.
Surjit Singha. © 2024. 23 pages.
Body Bottom