The Impact of Business Intelligence on Digital Marketing

The Impact of Business Intelligence on Digital Marketing

Biradar S. Chandra,

Research & Development Establishment (Engineers), D.R.D.O., Pune, Maharashtra, India

 

Ashish B. Ray

Research & Development Establishment (Engineers), D.R.D.O., Pune, Maharashtra, India

Abstract

The recent research suggests that many companies are failing to utilize core web analytics best practices and are therefore not getting the potential return from web analytics that they could. This document reflects upon Digital marketing, the need for using Business Intelligence in Digital Marketing, the framework for Business Intelligence practices and Business Intelligence from Web Analytics. It talks about the essence of Digital marketing and the various roles of a Digital marketing executive. It then reasons about incorporating Business Intelligence tools and methodologies in regular digital marketing practices which is essential to enhance productivity and maximize gains for any marketing campaign. It then suggests a framework to model Business Intelligence from the point of Data accumulation and provides a brief understanding of the decision-making process. Lastly, web analytics and its suitable usage in analyzing data sets is also talked about in this paper. The primary focus of this research is to highlight how useful and indispensable Business Intelligence is to Digital marketing. Also, it was described techniques that can be used to set up a digital marketing optimization programme.

Keywords

Digital Marketing, Business Intelligence, Business Intelligence Framework, Web Analytics, and Conversion Rate Optimization.

To cite this article

Chandra, B.S., & Ray, A.B. (2017). The Impact of Business Intelligence on Digital Marketing, International Journal of Engineering, IT and Scientific Research (IJEISR). Vol. 1, No. 1, pp.1-7. Doi:10.5281/zenodo.2643439

 

Copyright

Copyright © 2017 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

 

References

  1. Econsultancy-RedEye. (2009) ‘Conversion Report’. Published in October. [Google Scholar]
  1. Kaushik, A. (2007) Web Analytics: An Hour a Day, Wiley, Hoboken, NJ. [Google Scholar]
  1. Truscott, W. (2003) Six Sigma: Continual Improvement for Businesses, Butterworth Heinemann, Oxford, UK. [CrossRef] [Google Scholar]
  1. Gibbins, C., Lee, G. and Patron, M. (2012) ‘RedEye conversion rate optimization dashboard’, RedEye Whitepaper, January. [Google Scholar]
  1. Chaffey, D. (2001) ‘Optimising e-marketing performance — A review of approaches and tools’, in Proceedings of IBM Workshop on Business Intelligence and E-marketing. Warwick, 6 December. [Google Scholar]
  1. Jackson, S. (2009) Cult of Analytics, Butterworth-Heinemann, Oxford. [Google Scholar]
  1. Lee, G. (2010) ‘Death of “last click wins”: Media attribution and the expanding use of media data’, Journal of Direct, Data and Digital Marketing Practice, Vol. 12, No. 1, pp. 16–26. [CrossRef] [Google Scholar]
  1. Kaplan, R.S. and Norton, D.P. (1993) ‘Putting the balanced scorecard to work’, Harvard Business Review, (September–October), pp. 134–142. [Google Scholar]
  1. Neely, A., Adams, C. and Kennerley, M. (2002) The Performance Prism: The Scorecard for Measuring and Managing Business Success, Financial Times/Prentice Hall, Harlow, UK. [Google Scholar]
  1. Gibbins, C. (2011) ‘Unlocking the true value of CRO’, RedEye Whitepaper, March.[Google Scholar]
  1. Nakatani, K. and Chuang, T. (2011) ‘A web analytics tool selection method: An analytical hierarchy process approach’, Internet Research, Vol. 21, No. 2, pp. 171–186.[CrossRef] [Google Scholar]
  1. Sharma, R.S. and Dijaw, V. (2011) ‘Realising the strategic impact of business intelligence tools’, Vine: The Journal of Information and Knowledge Management Systems, Vol. 41, No. 2, pp. 113–131. [CrossRef] [Google Scholar]
  1. Patron, M. (2011) ‘A structured approach to conversion rate optimization’. Whitepaper published at Redeye. [Google Scholar]
  1. Smart Insights. (2011) ‘Your new, new media options’. Smart Insights blog post, by Dave Chaffey. [Google Scholar]
  1. Web Analytics Association. (2011) ‘Outlook Survey Report’, Published in February. [Google Scholar]
  1. Wilson, R. (2010) ‘Using clickstream data to enhance business-to-business website performance’, Journal of Business & Industrial Marketing, Vol. 25, No. 3, pp. 177–187. [CrossRef] [Google Scholar]