Multichannel marketing in times of big data

Research output: Contribution to journalArticle

Abstract

The times of cannibalisation between different marketing channels is past. Use synergies gives additional value to companies and to customers. The m ore channels the more data about customers are available. Today we talk about bid data. To use never ending data is a top priority of many companies. However, challenges have to be solved: developing new teams with new knowledge, building structures, implementing a new culture in companies.
Translated title of the contributionMultichannel marketing in times of big data
Original languageGerman
Pages (from-to)50-51
JournalPlus
Volume1
Issue number1
Publication statusPublished - Dec 2014

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