Customer Analytics and Data-Led Omnichannel Commerce Minitrack

The continued development of e-commerce, social media, online information search and business intelligence have fundamentally changed the conducting of business in all fields and industries. Virtually all businesses are now facing an omnichannel world, in which presence and activity in a number of different channels determines business success. Increasingly, cutting edge business practices are ones that combine arrangements in different channels, helping the more traditional sales, marketing, communication and distribution channels become a part of the digital revolution.

The rise of digital communications and data has changed many things in traditional industries as more and more industries are able to understand, track, serve and sell their offerings digitally. Passing customers smoothly from one channel to another is increasingly important, and many businesses that have excelled in the digital space are turning to more traditional channels to embrace the combination opportunities. Simultaneously new media and applications, e.g. cutting edge moving image social media applications, commoditized high-definition virtual reality and algorithm-based automated procurement systems, keep the scene lively. Combining the old and the new has become a competence and a sustainable source of competitive advantage.

One of the primary sources of this competitive advantage is the ability to extract timely and relevant customer data for serving customers better. Customer analytics comes in various forms, but the cutting edge of such analytics is one that starts from practical and acute needs of the customer. Such customer analytics is not legacy database-led, but deals with customer interaction, engagement and service design, and is linked to protocols of how to react to, target, automate and optimize.

We seek empirical and conceptual research papers, methodological papers, quantitative analyses, case studies, reviews and practitioner reports related to contemporary and cutting edge customer analytics and omnichannel marketing. Also contributions about brand new technologies in this vein are appreciated. The degree of novelty in both the technology employed and innovativeness of business implementation is given considerable weight in the evaluation of the papers.

Relevant topics include (not limited to):

  • Customer analytics
    • Customer tracking
    • Cross-media efficiency
    • Business intelligence
    • Using databases (e.g. loyaltycard data)
    • Privacy concerns and ad for blockers
    • Predictive modelling

  • Cross-channel and data-led marketing
    • Channel collaboration
    • Marketing automation
    • Dynamic pricing and advertising
    • Targeting and retargeting
    • Customization and website morphing
    • In-store digital media
    • Technology assisted personal selling
    • Second screen
    • Lead nurturing
    • Customization and personalization
    • Mobile app based business models
    • Virtual reality applications
    • Sharing economy applications

  • Cutting edge cross-media technologies and methodologies, e.g.:
    • Algorithm development
    • Artificial intelligence
    • Persuasive systems
    • Semantic web
    • Internet of things
    • (Contextual) Multi Armed
    • Bandit problems
    • Sequential experimentation with online media

Minitrack Co-Chairs:

Petri Parvinen (primary)
University of Helsinki

Maurits Kaptein
Tilburg University

Essi Pöyry
Aalto University

Juho Hamari
University of Tampere

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