Marketing, Automation, Revolution. Using the potential of Big Data

Opis

Marketing, Automation, Revolution. Using the potential of Big Data. Current technological revolution, immense Internet penetration, and mobile technologies resulted in a brand new type of consumer. This new consumer changed the manner of making purchasing decisions, but also leaves thousands of footprints on WWW pages, in mobile apps, maps, or transaction systems. All this has resulted in redefining the role of marketing, and placed remarkable challenges before marketers, the solving of which requires not only appropriate technologies, but also a new kind of knowledge.

The book leads the reader through the innovative technology of online marketing in the following areas:

• collecting a