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Key Aspects of Customer Intelligence in the Era of Massive Data

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Intelligent Information and Database Systems (ACIIDS 2021)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 12672))

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Abstract

The era of massive data has changed the manner that customer intelligence is examined and applied to intelligent information systems. Customer intelligence is the ability to acquire knowledge and skills from massive data through customer analytics then apply them to the process of creating, communicating, delivering, and co-creating to offer value. Considering the vast nature of this research stream, the paper sheds light on investigating key aspects of customer intelligence with relevance to marketing solutions. The objective of the study is to conduct a critical literature review and develop a theoretical framework on customer intelligence in the context of massive data to support marketing decisions. The results of the paper indicate various applications of customer intelligence through the lens of the marketing mix. Accordingly, customer intelligence is applied to the aspects of the extended marketing mix (7P’s), including Product/Service, Price, Promotion, Place, People, Process, and Physical evidence. The paper makes major contributions to the application of customer intelligence for intelligent information systems in supporting marketing decisions.

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Author information

Authors and Affiliations

  1. Université du Québec à Trois-Rivières, Trois-Rivières, QC, G8Z 4M3, Canada

    Nguyen Anh Khoa Dam, Thang Le Dinh & William Menvielle

  2. The University of Danang, University of Science and Technology, Da Nang, Vietnam

    Nguyen Anh Khoa Dam

Authors
  1. Nguyen Anh Khoa Dam
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  2. Thang Le Dinh
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  3. William Menvielle
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Corresponding author

Correspondence to Nguyen Anh Khoa Dam .

Editor information

Editors and Affiliations

  1. Wrocław University of Science and Technology, Wrocław, Poland

    Ngoc Thanh Nguyen

  2. King Mongkut's Institute of Technology Ladkrabang, Bangkok, Thailand

    Suphamit Chittayasothorn

  3. Nanyang Technological University, Singapore, Singapore

    Dusit Niyato

  4. Wrocław University of Science and Technology, Wrocław, Poland

    Bogdan Trawiński

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Dam, N.A.K., Le Dinh, T., Menvielle, W. (2021). Key Aspects of Customer Intelligence in the Era of Massive Data. In: Nguyen, N.T., Chittayasothorn, S., Niyato, D., Trawiński, B. (eds) Intelligent Information and Database Systems. ACIIDS 2021. Lecture Notes in Computer Science(), vol 12672. Springer, Cham. https://doi.org/10.1007/978-3-030-73280-6_21

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  • DOI: https://doi.org/10.1007/978-3-030-73280-6_21

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  • Publisher Name: Springer, Cham

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  • Online ISBN: 978-3-030-73280-6

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