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Combining Process Optimization Techniques and Maturity Models in Digital Marketing: Assessment of Opportunities

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874314" target="_blank" >RIV/70883521:28120/16:43874314 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Combining Process Optimization Techniques and Maturity Models in Digital Marketing: Assessment of Opportunities

  • Original language description

    Optimization methodologies effectively decrease costs and improve effectiveness of marketing. Researchers have long attempted to develop frameworks to diagnose the state of marketing operations in companies based on maturity models. Literature provides evidence of about 100 maturity models. However, none of them focuses on Business-to-Business (B2B) digital marketing. The combination of maturity models and optimization methodologies haven't been deeply researched. This article explores possible ways for combining of the two approaches for a more efficient assessment and process improvement of marketing operations in B2B companies. A prototype of the digital marketing maturity model based on combination of existing maturity models descriptors, XEROX Lean Six Sigma, DMAIC, and DuPont Strategic Marketing process is being presented in the study. A combination of two approaches (maturity model and Lean Six Sigma methodology) is expected to provide companies with a roadmap for performance improvement in digital marketing operations. The paper proposes a tool, which can be used by company managers in order to fulfill process optimization and budget allocation in digital marketing

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AE - Management, administration and clerical work

  • OECD FORD branch

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2016

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Proceedings of the 3rd International Conference on Finance and Economics

  • ISBN

    978-80-7454-598-6

  • ISSN

  • e-ISSN

  • Number of pages

    15

  • Pages from-to

    49-63

  • Publisher name

    Univerzita Tomáše Bati ve Zlíně

  • Place of publication

    Zlín

  • Event location

    Ho Chi Minh City

  • Event date

    Jun 15, 2016

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article