Title: The use of data-driven technologies for customer-centric marketing

Authors: Mark Anthony Camilleri

Addresses: Department of Corporate Communication, Faculty of Media and Knowledge Sciences, University of Malta, Msida, MSD2080, Malta; The Business School, University of Edinburgh, Bucchleuch Place, Edinburgh, EH8 9JS, Scotland, UK

Abstract: The latest technologies are shifting how businesses capture, analyse and distribute data from the individual users' online activity. Therefore, this contribution critically reviews the latest developments on big data analytics and programmatic advertising. Moreover, it sheds light on the use of blockchain; as this distributed ledger technology provides secure, verified transactions among marketplace stakeholders. The findings suggest that the service providers are increasingly utilising data-driven technologies including programmatic advertising tools to target and re-target individuals online or on their mobile. However, individuals and organisations are becoming increasingly aware on data protection issues, as they often block marketers from tracking them and serving them ads. In conclusion, this contribution puts forward a theoretical framework that explains how, why, where and when practitioners are capturing, analysing and distributing data. In sum, it implies that the data-driven technologies are facilitating the businesses' customer-centric marketing.

Keywords: big data; analytics; programmatic advertising; customer-centric marketing; blockchain; data-driven marketing; digital media.

DOI: 10.1504/IJBDM.2020.106876

International Journal of Big Data Management, 2020 Vol.1 No.1, pp.50 - 63

Received: 09 Jan 2019
Accepted: 04 May 2019
Published online: 24 Apr 2020 *