Data-Driven Marketing: Purchase Behavioral Targeting in Travel Industry based on Propensity Model

Data-Driven Marketing: Purchase Behavioral Targeting in Travel Industry based on Propensity Model

By means of data-driven marketing as well as big data technology, this paper presents the investigation of a case study from travel industry implemented by a combination of propensity model and a business model “2W1H”. The business model “2W1H” represents the purchasing behavior “What to buy”, “When...

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Bibliographic Details
Main Author: Tan, Lujiao
Format: Others
Language:English
Published: Blekinge Tekniska Högskola, Institutionen för industriell ekonomi 2017
Subjects:
Data-driven Marketing
Propensity Model
Behavioral Targeting
Big Data
Travel Industry
Tourism Marketing
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14745

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:bth-14745

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