Social Media and E-mail Marketing Campaigns: Symmetry versus Convergence

摘要: Companies use social business intelligence (SBI) to identify and collect strategically significant information from a wide range of publicly available data sources, such as media (SM). This study is an SBI-driven analysis company operating in the insurance sector. It underlines contribution SBI technology sustainable profitability by using optimized marketing campaign on Facebook, symmetry with traditional e-mail campaign. Starting SM, identified client portfolio, processed data, applied set statistical methods, index significance (T-test), which later enabled authors validate research hypotheses (RH), led relevant decisions. The outlines preferences selected group companies for manner they run SM e-mail-run Although focused practical field insurance, suggested model can be used any industry proving that BI technologies nexus collecting interpreting results are essential, globally applicable, lead development age globalization. prove symmetrical unfolding (time opportunity symmetry) campaigns, email, could better compared two separate campaigns. Moreover, outcomes both campaigns showed convergence platforms, higher efficiency management beneficiaries