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Using predictive analytics to morph marketing in real time: A consumer electronics case study

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Today's omni-channel consumer purchase funnel has become non-linear, cross-device and totally unpredictable. While technology has been the enabling factor of this radical disruption, it is also the key for brands to use to pivot and master the change. Indeed, predictive analytics, artificial intelligence and data modelling can be used to morph marketing communications in real time, achieving the scaled relevance of one-to-one communication. This paper will explore how Acer embraced predictive real-time marketing and how it contributed to achieving a truly unique view of the customer.
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Keywords: predictive analytics; Big Data; e-commerce; multichannel; multivariate modelling; omni-channel; online acquisition; online personalisation; real-time marketing; retention

Document Type: Original Article

Publication date: December 1, 2016

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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