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Optimising Customer Engagement Through Digital Intelligence

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Normada Devi Bheekharry

    (Université des Mascareignes)

Abstract

Understanding customer online behaviour is critical for strategic marketing decision making and organisation survival and success. The internet has dramatically changed the key concept of marketing. Customers use different digital interface to communicate and share valuable information about their lifestyles, likes and dislikes, experiences, expectations, opinions and behaviours. Customers digital interactions have given rise to a huge amount of information contributing to digital marketing intelligence (DMI). Gathering and analysing customers’ online information from a variety of online platform can give marketing practitioners and researchers new opportunities to better understand customers’ online behaviour. Digital marketing intelligence is a new and emerging science in the digital marketing analytics arena. The purpose of this paper is to present the role of digital data analytics as an enabler of marketing decision making. The paper argues that digital intelligence represents an important tool for prospecting, acquiring and holding on customers.

Suggested Citation

  • Normada Devi Bheekharry, 2020. "Optimising Customer Engagement Through Digital Intelligence," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Steven D'Alessandro (ed.), Advances in Digital Marketing and eCommerce, pages 179-187, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-47595-6_22
    DOI: 10.1007/978-3-030-47595-6_22
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