Dieses Kapitel setzt sich mit Customer Analytics auseinander. Unter Customer Analytics verstehe ich eine auf der Analyse von Kundendaten basierende Vorgehensweise, die auf die Gewinnung von Customer Insights abzielt. Bevor ich jedoch auf Customer …

How social media big data can be beneficial for hospitality companies to promote customer satisfaction indirectly? This chapter attempts to respond to this question by extracting and analyzing big data and web analytics from eight world-leading …

A product trial is a great way of marketing. It offers a first-hand experience that a customer can use to evaluate the product and decide whether to buy it. However, there are expenses involved in every trial. If the buyer decides not to purchase …

As firms and customers seek new synergies, value co-creation emerges as an imperative that straddles almost all sectors. This paper corroborates the manifestation of customer value co-creation behaviour in the context of the automobile industry.

Due to the digitalization, there exists an increased amount of user-generated content on the Internet, where people express their opinions on various topics. Sentiment analysis is the statistical and analytical examination of human emotions and …

Most businesses nowadays are designing their products and services with the customer in mind. Many businesses throughout the world are expected to shift from a product-centric to a customer-centric attitude. Customer relationships, experiences …

This book was inadvertently published without one of the co-editor’s name in Chapter 27 in the Springerlink.

In this chapter, we define the analytics and insight CE sub-capability. The common use of terms such as ‘insight’, ‘analytics’ and ‘business intelligence’ makes it important to delineate between each one so that managers have clarity. Most …

Predictive analytics, the process of using current and/or historical data with a combination of statistical techniques to assess the likelihood of a certain event happening in the future, has become increasingly prevalent in interactive marketing.

Many researchers have been interested in talking about the importance of big data analytics and how it can help companies improve their customer relationship management, especially in light of recent changes to the business environment, the …

Designing complex interactions with prompt user feedback is crucial in fast-paced product development processes such as agile or CI/CD. This case study presents an effective method for obtaining rapid user feedback on a complex interaction in a …

Potenzielle Kunden sind bereits dann zu entdecken, wenn sie gerade erst beginnen, sich mit Möglichkeiten der Bedarfsdeckung zu befassen. Sie müssen mit individuellen Kommunikationsmaßnahmen bis zur Kaufentscheidung zu begleitet werden.

The abundance of customer behavioral data alters the design and application of customer analytics systems and approaches. Segmentation is a common customer analytics practice, but researchers highlight that traditional segmentation approaches are …

The main objective of this article is to analyse the dark side of customer analytics and the ethics issues in the retailing industry. Ethics-related issues in retailing began to be discussed and studied primarily in the 1960s. The rising interest …

Energy-awareness helps smart cities to comprehend the amount, value, usage, and impacts of the energy they consume. In micro approach to energy awareness, citizens as customers are provided with their energy consumption data, to enable them to …

In this paper, we showcase the implementation of a semantic information model and a virtual knowledge graph at ZF Friedrichshafen AG company, with two main goals in mind: 1) integration of heterogeneous data sources following a pay-as-you-go …

Nowadays, machine learning techniques have become critical for decision-making mechanisms in numerous real-life applications in areas like healthcare, justice, transportation, and finance. However, recommendations made by machine learning …

Customer analytics has moved to center stage and customer analytics budgets are rising rapidly. It is surprising, then, that many chief marketing officers (CMOs) are uncertain about whether these investments improve firm performance. We address …

For companies to gain competitive advantage, an effective customer relationship management (CRM) approach is necessary. Based on customer purchase behaviour and ordering patterns, companies can be classified into different categories in terms of …