Proceedings of the International Conference on Computer Information Systems and Industrial Applications

Pervasive Marketing Intelligence

Authors
T Guarda, M. F Santos, F. M Pinto
Corresponding Author
T Guarda
Available Online June 2015.
DOI
10.2991/cisia-15.2015.144How to use a DOI?
Keywords
business intelligence systems; pervasive business intelligence; marketing intelligence; pervasive marketing intelligence; delphi method
Abstract

In the absence of sufficient and useful literature in the area of Marketing Intelligence Systems (MKTi), this study seeks to propose and infers aMKTi conceptual framework, through consensus, of a group of information systems (IS) and Marketing system experts. This research assumes that expert opinion can be of significant value in situations where knowledge or theory is incomplete, as in the case of MTKi systems in a Pervasive Business Intelligence (PBI) context. The Delphi method is used to conduct this study; this method is particularly suitable for this research situation where personal contact is not desirable among participants, annihilating the existence of opinion leaders, and ensuring democratic participation. This paper intends to take that first step in filling a gap in the MKTi, by proposing a conceptual framework for Marketing Intelligence systems in the context of PBI systems.

Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Computer Information Systems and Industrial Applications
Series
Advances in Computer Science Research
Publication Date
June 2015
ISBN
10.2991/cisia-15.2015.144
ISSN
2352-538X
DOI
10.2991/cisia-15.2015.144How to use a DOI?
Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - T Guarda
AU  - M. F Santos
AU  - F. M Pinto
PY  - 2015/06
DA  - 2015/06
TI  - Pervasive Marketing Intelligence
BT  - Proceedings of the International Conference on Computer Information Systems and Industrial Applications
PB  - Atlantis Press
SP  - 528
EP  - 530
SN  - 2352-538X
UR  - https://doi.org/10.2991/cisia-15.2015.144
DO  - 10.2991/cisia-15.2015.144
ID  - Guarda2015/06
ER  -