Systematic Approach for Digital Marketing Strategy through Data Mining Technology

Shu-Ching Wang ； Shun-Sheng Wang ； Chih-Ming Chang ； Kuo-Qin Yan ； Yi-Ping Lin

《電腦學刊》 25卷3期 (2014/10) Pp. 32-51

並列摘要

Marketing does not involve only sales and advertising; rather, it helps the manager make good decisions pertaining to business, products, and services. Therefore, from the viewpoint of the business, how to meet market requirement has been an important issue. In order to meet market requirement and to develop different marketing strategies, the market segmentation proposes to explore the opportunities of the target market. The method of market segmentation generally includes ＂consumer preference,＂ ＂distribution channel,＂ ＂geographical analysis,＂ and so on. However, previous research on marketing only focused on some fixed point, and those were lack a set of systematic analysis process. In addition, the corporate decisionmaking analyses are mostly collected from the history data. An information system is used to obtain the factors and to conduct market research with those factors. However, the dynamic market requirements will either obstruct the decision-making or affect the appropriateness of the analysis results. In this study during the selection process of the marketing, the products information and previous marketing experience or data are used to first analyze and then to find useful, unobvious, or ineffective methods of marketing. Moreover, the results are selected, mixed, and saved in the marketing database. Finally, the information on marketing activities is presented. In addition, based on the market response, consumer behavior, click-through rate, and other feedback mechanisms, the related information on marketing activities is transferred to the required information that needs to be stored in the marketing database. The study provides not only an advantageous way of finding proper marketing strategies but also an effective method of transforming feedback mechanisms. It makes marketing more instantaneous and effective.

並列關鍵字

digital marketing strategy ； data mining ； RFM ； Apriori algorithm ； ID3 algorithm