Nowadays in big data era, in order to acquire, keep and satisfy customers in scale, sales and marketing is evolving from relationship based targeting only to adding more advanced marketing intelligence. Search engine optimization (SEO) and marketing, email marketing, and mobile is where big data is having the largest impact on their marketing programs today. Digital traces of online activities provide enterprises a huge amount of profile data. Customer relationship management (CRM) tools are also applying more features based on artificial intelligence. Therefore, businesses are able to discover, understand, engage and convert their consumers in a completely different way. Meanwhile, data protection and privacy issues are always the top priority in customer obsession, especially after General Data Protection Regulation (GDPR) was implemented in 2018. Furthermore, when consume the data, ethic problems should be also considered in the new era of marketing.
The scopes of this workshop include the practical problems in marketing, as well as marketing applications in artificial intelligence, customer and relationship operation management issues. Moreover, enterprise level customer data management, protection and ethics issues in marketing and customer analytics are also important areas in our workshop.