From Mobile Data Towards Better Customer Knowledge: Proposals for an Information Framework
نویسندگان
چکیده
Along with the development of internet connected devices, Mobile Marketing is expected to be ubiquitous in the near future. In order to deliver right mobile offers, the need to better know the customer is now crucial. This article develops a theoretical marketing framework to categorise the most relevant information linked to mobile data which complements traditional CRM data models. Three dimensions are identified: context, time line and source of the information. The matching of this framework with the current and future mobile technologies is then analysed. c © 2015 The Authors. Published by Elsevier B.V. Peer-review under responsibility of the Conference Program Chairs.
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