TOWARD EFFECTIVE MARKETING STRATEGIES WITH BUSINESS INTELLIGENCE

Authors

รศ.ดร.จงสวัสดิ์ จงวัฒน์ผล

Published

NIDA International Business Conference 2017

Abstract

Drastic changes in consumer markets over the last decades have increased the pressure and challenges for the retail industry. Although a huge data can be collected through the loyalty program, where customers’ activities can be tracked, many enterprises still do not know how to turn data into strategies for better business decisions. This study outlines a way to incorporate a business intelligence framework into existing marketing strategies to transform data into insights and deliver analytical solutions to the enterprise. Our results show that the proposed framework is capable of identifying target groups that are likely to participate in the marketing campaign. The ability to understand customer purchasing behavior through business analytics has become a necessity to provide a right offer to the right customer group.

INNOVATION FOR SUSTAINABILITY IN THE AUTOMOTIVE INDUSTRY: A CASE OF THE BMW GROUP. NIDA, NIDA International Business Conference 2017 (186-196).