From Mobile Data Towards Better Customer Knowledge: Proposals for an Information Framework

Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution

Abstract

Along with the development of internet connected devices, Mobile Marketing is expected to be ubiquitous in the near future. In order to deliver right mobile offers, the need to better know the customer is now crucial. This article develops a theoretical marketing framework to categorise the most relevant information linked to mobile data which complements traditional CRM data models. Three dimensions are identified: context, time line and source of the information. The matching of this framework with the current and future mobile technologies is then analysed.
Original languageEnglish
Title of host publicationThe 6th International Conference on Ambient Systems, Networks and Technologies (ANT-2015), the 5th International Conference on Sustainable Energy Information Technology (SEIT-2015)
EditorsElhadi Shakshuki
PublisherElsevier
Pages75-82
Number of pages8
Volume52
DOIs
Publication statusPublished - 2015
EventAmbient Systems, Networks and Technologies (ANT) 2015 - Greenwich University, London, United Kingdom
Duration: 3 Jun 20155 Jun 2015

Publication series

NameProcedia Computer Science
PublisherElsvier
Volume52

Conference

ConferenceAmbient Systems, Networks and Technologies (ANT) 2015
CountryUnited Kingdom
CityLondon
Period3/06/155/06/15

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