Data‐driven services marketing in a connected world

V. Kumar, Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy, Alexander Buoye, Joerg Henseler
  • Journal of Service Management, June 2013, Emerald
  • DOI: 10.1108/09564231311327021

Utilizing customer metrics in the digital age

What is it about?

This article describes online, social media and mobile based customer metrics that businesses can measure and use and proposes ways in which they can be utilized in combination with traditional and more recent neuro-physiological metrics.

Why is it important?

Despite the fact that many businesses have access to large amounts of customer data, the potential of transforming this data into strategic insights has proven challenging. This paper proposes ways in which businesses can utilize data driven marketing to improve business performance results.

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The following have contributed to this page: Lerzan Aksoy and Full Professor Bernd Skiera