Advanced Digital Marketing Strategies in a Data-Driven Era

Advanced Digital Marketing Strategies in a Data-Driven Era

Indexed In: SCOPUS
Release Date: June, 2021|Copyright: © 2021 |Pages: 342
DOI: 10.4018/978-1-7998-8003-5
ISBN13: 9781799880035|ISBN10: 1799880036|EISBN13: 9781799880059
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Description & Coverage
Description:

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce.

Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Big Data
  • Business-to-Business (B2B) Marketing
  • Data Sciences
  • Digital Business Models
  • Digital Marketing
  • Digital Strategies
  • Marketing Analytics
  • Metrics
  • Social Ads
  • Social Media Marketing
  • User-Generated Content
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Editor/Author Biographies

Jose Ramon Saura research has focused on the theoretical and practical insights of various aspects of User Generated Content (UGC), with a specific focus around three major research approaches applied to business and marketing: data mining, knowledge discovery and information sciences. International Ph.D. in Business Economics at the Rey Juan Carlos University, London South Bank University (LSBU) and Harvard University (RCC). He is a Marketing Lecturer of the Department of Business Economics at the Rey Juan Carlos University, lecturing at the Faculty of Social Science and Law of Madrid. He has published articles focused on areas such as Business, Management, Computer Sciences, Multidisciplinary or Information Sciences, among others. His research has appeared in leading international journals such as the Journal of Business Research, International Journal of Information Management, Journal of Business & Industrial Marketing, Review of Managerial Sciences, Journal of Innovation and Knowledge, Journal of Mobile Communication, IJERPH or IEEE Access. Jose Ramon Saura serves on editorial and reviewer boards of a number of business and information sciences journals.

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