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Data analytics for better branding of e-governance and e-business systems
Sunil K. Muttoo, Rajan Gupta, Saibal K. Pal, 2020, samostojni znanstveni sestavek ali poglavje v monografski publikaciji

Opis: Efficient e-governance leads to stronger democracy which can be achieved through higher trust, visibility, and transparency in the system, which can be acquired through effective branding. Various techniques of data analytics can help in achieving trust and transparency in the system. The objective of the study is to resolve various issues in the public sector through analytics-based improvement of different parameters of branding, namely, communication, consistency, clarity, and competition. The research design of the study is a combination of both qualitative and quantitative techniques like descriptive statistics. The main techniques emerged for data analysis includes rating and ranking analysis of government apps, social media analytics, text and speech analytics, media analytics, statistical analytics and data mining, telecom analytics, and people demographics for government programs. It was found that the “Digital India” campaign under e-governance initiative was highly successful based on different kinds of analytical methods found in the study.
Najdeno v: ključnih besedah
Ključne besede: e-governance, data analytics, e-business, business systems, information systems, government campaigns, branding
Objavljeno: 31.03.2021; Ogledov: 437; Prenosov: 2
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2.
Smart phones, smarter marketing: suggesting strategies through smart phones in India
Saibal K. Pal, Rajan Gupta, Saibal K. Pal, 2012, samostojni znanstveni sestavek ali poglavje v monografski publikaciji

Opis: Marketing via mobile phones, commonly known as Mobile (m)-Marketing, includes advertising, promotions, direct marketing and customer relationship management using mobile calls or mobile media like SMS and MMS. With over two billion mobile users currently available all over the world and a significant percentage switching to smart phones, marketers now have new opportunities to target users of such devices. This paper focuses on identifying and designing marketing strategies for different sectors and product/service categories in India using these smart devices and available services. Primary data collection has been carried out by interviewing marketing and store managers and also by collecting responses from users. We identify sectors like banking & financial services, education, health, real estate, airlines, tourism and hospitality and suggest interesting marketing opportunities for the mobile platform. We believe that these initiatives would open up new channels for customer engagement, branding, advertising and product promotion. We also feel that with regular addition of new players, the future holds bright for brands coming together, selling together and marketing together in the smartest possible way.
Najdeno v: ključnih besedah
Povzetek najdenega: ...open up new channels for customer engagement, branding, advertising and product promotion. We also feel...
Ključne besede: marketing strategy, mobile marketing, smart phones, dual branding
Objavljeno: 05.04.2021; Ogledov: 428; Prenosov: 0
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