DocumentCode
141841
Title
Harnessing the crowds for multi-channel marketing monitoring
Author
Roitman, H. ; Barkai, Gilad ; Konopnicki, David ; Shmueli-Scheuer, Michal
Author_Institution
IBM Res. - Haifa, Haifa Univ. Campus, Haifa, Israel
fYear
2014
fDate
March 31 2014-April 4 2014
Firstpage
111
Lastpage
114
Abstract
Measuring the effectiveness of marketing efforts across various channels is a challenging task. Such measurement usually relies on a combination of key performance indicators (KPIs) used to assess marketing outcomes. In this work we present the Multi-channel Marketing Monitoring Platform (M3P). M3P harnesses the crowds (people) as sources for effective collection of marketing KPIs across all possible channels. We describe M3P´s main challenges and characterize marketing KPIs. We then describe the M3P solution, focusing on its KPI extraction process.
Keywords
marketing; organisational aspects; social networking (online); KPI extraction process; M3P; key performance indicators; marketing KPI; multichannel marketing monitoring; multichannel marketing monitoring platform; social media channels; Conferences; Data collection; Media; Monitoring; Sensors; TV; Twitter;
fLanguage
English
Publisher
ieee
Conference_Titel
Data Engineering Workshops (ICDEW), 2014 IEEE 30th International Conference on
Conference_Location
Chicago, IL
Type
conf
DOI
10.1109/ICDEW.2014.6818313
Filename
6818313
Link To Document