Integrated E-Marketing-A Strategy-Driven Technical Analysis Framework
Simpson Poon (Charles Sturt University, Australia), Irfan Altas (Charles Sturt University, Australia) and Geoff Fellows (Charles Sturt University, Australia)
Copyright: © 2003
E-marketing is considered to be one of the key applications in e-business but so far there has been no sure-fire formula for success. One of the problems is that although we can gather visitor information through behaviours online (e.g., cookies and Weblogs), often there is not an integrated approach to link up strategy formulation with empirical data. In this chapter, we propose a framework that addresses the issue of real-time objective-driven e-marketing. We present approaches that combine real-time data packet analysis integrated with data mining techniques to create a responsive e-marketing campaign. Finally, we discuss some of the potential problems facing e-marketers in the future.