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What is Wolfram Mathematica

Chapter 10
Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer
A tool for computing, simulation and mathematical modeling providing a computation environment through its already available functions (including machine learning algorithms, neural networks, image processing, visualization techniques, etc.).
Published in Chapter:
Integrating Big Data Analytics Into Retail Services Marketing Management: The Case of a Large Shopping Center in London, UK
Eleonora Pantano (University of Bristol, UK), Simona Giglio (University of Calabria, Italy), and Charles Dennis (Middlesex University, London, UK)
Copyright: © 2020 |Pages: 18
DOI: 10.4018/978-1-7998-0131-3.ch010
Abstract
This chapter aims at exploring the extent to which the recent trends in digitalization of marketing and related services are leading to a massive amount of consumers' information (big data) in order to suggest possible solutions and recommendations. To this end, the chapter will focus on the case of a large shopping center in London (UK) as meaningful example of how retailers might exploit big data analytics such as sentiment and image analytics to get useful consumers' insights to be successfully integrated into marketing strategies. Finally, the chapter discusses the implications for scholars and practitioners and proposes a future research agenda.
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