Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework
Open Access
- 19 December 2019
- journal article
- Published by LLC CPC Business Perspectives in Innovative Marketing
- Vol. 15 (4), 102-115
- https://doi.org/10.21511/im.15(4).2019.09
Abstract
Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on the impact of Big Data and AI on marketing practices to illustrate how such data analytics tools can increase the marketing performance and reduce the complexity of the pattern of consumer activity. The results of this research offer some interesting ideas for marketing managers. The proposed Big Data and AI framework to explore and manage the customer journey illustrates how the combined use of Big Data and AI analytics tools can offer effective support to decision-making systems and reduce the risk of bad marketing decision. Specifically, the authors suggest ten main areas of application of Big Data and AI technologies concerning the customer journey mapping. Each one supports a specific task, such as (1) customer profiling; (2) promotion strategy; (3) client acquisition; (4) ad targeting; (5) demand forecasting; (6) pricing strategy; (7) purchase history; (8) predictive analytics; (9) monitor consumer sentiments; and (10) customer relationship management (CRM) activities.Keywords
This publication has 56 references indexed in Scilit:
- SoCoMo marketing for travel and tourism: Empowering co-creation of valueJournal of Destination Marketing & Management, 2015
- How ‘big data’ can make big impact: Findings from a systematic review and a longitudinal case studyInternational Journal of Production Economics, 2015
- Franchising decision support system for formulating a center positioning strategyIndustrial Management & Data Systems, 2015
- Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing MixBig Data Research, 2015
- Text mining for market prediction: A systematic reviewExpert Systems with Applications, 2014
- Engineering the Value Network of the Customer Interface and Marketing in the Data-Rich Retail EnvironmentInternational Journal of Electronic Commerce, 2014
- Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product SalesJournal of Marketing, 2014
- An Empirical Analysis of Digital Music Bundling StrategiesManagement Science, 2014
- Predicting Hotel Demand Using Destination Marketing Organization’s Web Traffic DataJournal of Travel Research, 2013
- Enhancing Promotional Strategies Within Social Marketing Programs: Use of Web 2.0 Social MediaHealth Promotion Practice, 2008