Insights, Innovation, and Analytics for Optimal Customer Engagement

Insights, Innovation, and Analytics for Optimal Customer Engagement

Samala Nagaraj (Woxsen University, India)
Release Date: February, 2021|Copyright: © 2021 |Pages: 334
DOI: 10.4018/978-1-7998-3919-4
ISBN13: 9781799839194|ISBN10: 1799839192|EISBN13: 9781799839200|ISBN13 Softcover: 9781799868644
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Description & Coverage
Description:

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services.

Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.

Coverage:

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

  • Artificial Intelligence
  • Consumer Attitudes
  • Customer Acquisition and Retention
  • Customer Activism Concepts
  • Customer Engagement
  • Customer Engagement Analytics
  • Customer Relationship Management
  • Digital Market
  • Online and Social Media Engagement
  • Online Commerce
  • Retail Sector
  • Wellbeing
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Editor/Author Biographies
Samala Nagaraj is a Ph.D. in Marketing from University of Hyderabad. He is currently working as Assistant Professor in Woxsen School of Business. He has over 10 years of teaching experience and 5 years of research experience. He is awarded UGC-NET & JRF in the year 2012. He currently teaches subjects related to Marketing and Business Analytics (using SPSS, Python, and Tableau). He has research publication is reputed national and international journals. He has published papers in journals indexed in Scopus, ABDC-B & C, SSCI. He is an editorial reviewer for many Scopus and ABDC-B & C journals.
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