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Augmenting Digital Marketing: via SaaS Business Intelligence
University of Borås, School of Business and IT.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

Innovative technologies have aided in the evolution of communicative patterns between individuals, organizations, and society at large. For businesses this means that marketing must be integrated with emergent ICT in an effort to exploit available digital marketing tactics. Although there is an emerging body of literature that defines the elements of digital marketing there still remains a need for models grounded in theoretical and empirical evidence that explicitly integrates Software as a Service business intelligence (SaaS BI) within the realm of digital marketing. The purpose of this study is to explore existing challenges for digital marketers and SaaS BI vendors in an effort to uncover common ground where marketing activities and SaaS services can be effectively integrated. Within this investigation a socio-technical systems perspective is employed in which the function of digital marketing represents a social sub-system and the service of SaaS BI represents a technical sub-system. Interconnectivity is established between digital marketing, SaaS BI, and diffusion of innovation through the exploration of existing challenges. A design artifact is constructed as a result of the thesis, which is intended to aid digital marketers when planning, implementing, or adjusting a marketing campaign that utilizes SaaS BI as an intelligence source. Within the investigation of digital marketing and SaaS BI both a theoretical and empirical study are conducted that serve as a basis for the designed model. The empirical study consists of a case study of the MeltWater Group, a SaaS vendor, and attempts to capture an in-depth understanding of the target domain. Empirical data is generated through semi-structured interviews triangulated with documents. Subsequent to building the conceptual model a short questionnaire was sent to participants with related knowledge of the domain problem to elicit feedback on the conceptual model’s correctness and usefulness. The theoretical study serves the purpose of establishing a conceptual framework within the research phenomena. The subsequent empirical study was used to validate the relevance of the conceptual framework in addition to assist with the build and evaluate phase of the conceptual model design. As a result of the thesis investigation a conceptual model of the target domain was developed that maps the interrelated processes of digital marketing and SaaS BI. In conclusion, the conceptual model captures a closed information loop between the SaaS vendor, client-organization, internal/external stakeholders, and the client-organization’s digital presence. The system domain processes are illuminated as seven sub-closed loops that depict the existing relationships between domain components. The integration of digital marketing and SaaS BI elucidates three core input/output processes (IOPs): a dual IOP internal and external of the SaaS vendor and an IOP internal of the client-organization.

Place, publisher, year, edition, pages
University of Borås/School of Business and IT , 2013.
Series
Masteruppsats ; 2012MASI04
Keywords [en]
digital marketing, SaaS BI, digital intelligence, diffusion of innovation
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:hb:diva-17083Local ID: 2320/12227OAI: oai:DiVA.org:hb-17083DiVA, id: diva2:1308986
Note
Program: Masterutbildning i InformatikAvailable from: 2019-04-30 Created: 2019-04-30

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