Big Data: A Road Map for Successful Digital Marketing

ISBN-13: 9783110738414 / Angielski / Twarda / 2022 / 254 str.

Amandeep Singh;Rohit Bansal;Sandhir Sharma

Opis

Imagine being able to target an audience made up of highly qualified and purchase-ready prospects and easily building them into loyal clients by anticipating their needs and hence offering true value. This is the power of big data for digital marketing. Big Data: A Roadmap for Successful Digital Marketing explores recent trends in the use of big data to predict consumer behavior, strategies to engage online customers, integration of big data with other data sources, and its applications in social media analytics, mobile marketing, search engine optimization and customer relationship management. As the marketing world moves into a data-focused future, the success of marketing efforts will be wholly based on attention to detail in data analysis and effectively acting on insights in order to implement changes that will deliver improved results. This book will help professionals succeed in their digital marketing efforts as well as provide food for thought for students and researchers in the fields of digital marketing, customer behavior and big data analytics.

O autorze

Dr. Amandeep Singh has obtained his BIT, MBA, and PhD and is also UGC-NET qualified. He has served as dean/principal in various reputable universities and colleges. Dr. Singh is currently a professor at Chitkara Business School, Chitkara University, Punjab, India. He has more than 15 years of teaching experience, and was named "Best Teacher" in 2008. He is also part of the board of studies of various B-Schools and leading universities in northern India. He has published 28 research papers in various journals and conferences indexed in Scopus, Web of Science, and ICI. In addition, he has authored three books with renowned publishers like Wiley and IGI Global. Dr. Singh is on the editorial board for three international journals, and has also chaired many national and international conferences. His main area of research is marketing with a special focus on digital marketing.

Dr. Rohit Bansal is Assistant Professor in the Department of Management Studies at Vaish College of Engineering, Rohtak, India. He obtained his PhD in management from Maharshi Dayanand University, Rohtak, India. With 13 years of experience, Dr. Bansal has achieved career growth through robust and proactive academic initiatives. He has presented papers at 30 conferences and seminars, and has acted as session chair in many conferences. Dr. Bansal also served as a member of the advisory committee at many international conferences, in addition to being a member of the editorial advisory board for 110 national and international peer-reviewed journals. He is the managing editor of International Journal of Management Reviews and International Journal of Techno-Management Research. He has authored and edited eight books, as well as published 95 research papers in reputable national and international journals including chapters in edited books. He has reviewed more than 700 articles for international peer-reviewed journals. Dr. Bansal's areas of interest include marketing management, human resource management, organizational behavior, and digital marketing.

Dr. Sandhir Sharma has a PhD in strategic management with nearly 20 years of experience in higher education and five years in the telecom industry. With more than 43 published research papers in various journals and conferences at national and international levels, Dr. Sharma has developed his core expertise in the area of strategy formulation. His research has been widely published in various newspapers. Currently, he is serving as Dean at Chitkara Business School, Chitkara University, Punjab, India.