Harnessing the crowds for multi-channel marketing monitoring

Haggai Roitman,Gilad Barkai,David Konopnicki,Michal Shmueli-Scheuer

Data Engineering Workshops（2014）

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摘要

Measuring the effectiveness of marketing efforts across various channels is a challenging task. Such measurement usually relies on a combination of key performance indicators (KPIs) used to assess marketing outcomes. In this work we present the Multi-channel Marketing Monitoring Platform (M3P). M3P harnesses the crowds (people) as sources for effective collection of marketing KPIs across all possible channels. We describe M3P's main challenges and characterize marketing KPIs. We then describe the M3P solution, focusing on its KPI extraction process.

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关键词

marketing,organisational aspects,social networking (online),KPI extraction process,M3P,key performance indicators,marketing KPI,multichannel marketing monitoring,multichannel marketing monitoring platform,social media channels

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