Optimizing and Enhancing Digital Marketing Techniques in Intellectual Big Data Analytics

Optimizing and Enhancing Digital Marketing Techniques in Intellectual Big Data Analytics

Vardan Mkrttchian (HHH University, Australia), Leyla Ayvarovna Gamidullaeva (Penza State University, Russia) and Svetlana Panasenko (Plekhanov Russian University of Economics, Russia)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-7277-0.ch006
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The authors in this chapter show the essence, dignity, current state, and development prospects of avatar-based management using blockchain technology for improving implementation of economic solutions in the digital economy of Russia. The purpose of this chapter is not to review the existing published work on avatar-based models for policy advice, but to try an assessment of the merits and problems of avatar-based models as a solid basis for economic policy advice that is mainly based on the work and experience within the recently finished projects Triple H Avatar, an avatar-based software platform for HHH University, Sydney, Australia. The agenda of this project was to develop an avatar-based closed model with strong empirical grounding and micro-foundations that provides a uniform platform to address issues in different areas of digital economic and creating new tools to improve blockchain technology using the intelligent visualization techniques for big data analytic.
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We are the first to identify the application potential of blockchain technology to sliding mode in intellectual control and communication, for help the technological challenges and created tools. A our proposal to support inter-organizational processes through blockchain technology is described by: large parts of the control flow and business logic of inter-organizational business processes can be compiled from process models into smart contracts which ensure the joint process is correctly executed. So-called trigger components allow connecting these inter-organizational process implementations to Web services and internal process implementations. These triggers serve as a bridge between the blockchain and enterprise applications. The concept enables the optional implementation of intellectual control and built-in escrow management at defined points within the process, where this is desired and feasible (Mendling, et al, 2018).

The engineering realization of this advance is still nascent at this stage, although some early efforts can be found in our previous works. For example, intelligent visualization techniques that enforce a process execution in a trustworthy way can be generated from sliding mode process models (Mkrttchian & Aleshina, 2017).

Our study show that blockchain technology and its application to digital economy in Russia are at an important crossroads: engineering realization issues blend with promising application scenarios; early implementations mix with unanticipated challenges. It is timely, therefore, to discuss in broad and encompassing ways where open questions lie that the scholarly community should be interested in addressing. We do so in the sections that follows.

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