Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring
Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring
Autori:
Izdanje: Proceedings of The International Scientific Conference on Information Technology and Data Related Research Sinteza 2019
DOI: 10.15308/Sinteza-2019-32-37
Oblast: Optimisation and Modeling
Stranice: 32-37
Apstrakt:
The primary purpose of this paper is to explore and identify the possibilities for optimizing of digital marketing activities through establishing value- systems reflected in lead-scoring models. Methodologically, the paper was based on the conclusions of quantitative and qualitative research, largely through drawing conclusions through secondary research, but also through primary research based on experimental, empiric cases of using digital marketing software tools such as the ClickDimension - corporate CRM tool. The empiric part of the primary research was enabled through the author’s practical experience as a marketing executive in an IT industry-leading Ser- bian and regional system-integrator company. Conclusions of this paper can positively influence practical application of marketing, namely CRM tools through which organizations can model their value-systems reflected in lead scoring, in order to best optimize their digital marketing efforts in an optimal utilization of their resources. Although this particular paper focuses on the use of a particular software tools, the methodology translates to other similar consumer-relationship-management tools used in practice as well, making its potential application broader and more relevant to marketing professionals and academic community.
Ključne reči: business optimization, lead-scoring, modeling, campaign management, marketing management
Priložene datoteke:
- 32-37 ( veličina: 468,66 KB, broj pregleda: 329 )
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@article{article, author = {A. Đorđević}, title = {Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring}, journal = {Proceedings of The International Scientific Conference on Information Technology and Data Related Research Sinteza 2019}, year = 2019, pages = {32-37}, doi = {10.15308/Sinteza-2019-32-37} }
RT Conference Proceedings A1 Aleksandar Đorđević T1 Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring AD Univerzitet Singidunum, Beograd, Beograd, Srbija YR 2019 NO doi: 10.15308/Sinteza-2019-32-37
A. Đorđević, Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring, Univerzitet Singidunum, Beograd, 2019, doi:10.15308/Sinteza-2019-32-37