A Literature Review of Data Mining Techniques for Enhancing Digital Customer Engagement

A Literature Review of Data Mining Techniques for Enhancing Digital Customer Engagement

Mona Mosa, Nedaa Agami, Ghada Elkhayat, Mohamed Kholief
Copyright: © 2020 |Pages: 21
DOI: 10.4018/IJEIS.2020100105
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Abstract

The evolution of the customer engagement concept had a positive impact on how business and customers interact. The term digital customer engagement emerged to empower such interaction via encouraging customers to use digital channels. Data mining techniques can help in identifying patterns, generating insights, and making predictions for a massive amount of data. The purpose of this paper is to explore the current literature on data mining techniques to enhance digital customer engagement and review the impact of data mining on analyzing customer's attributes and its key performance indicators influenced by digital customer engagement and affecting business success. The scope of the review encompasses the state of the art of scientific methodologies and models applied to identify customers with the highest potential towards digital engagement. A critical analysis also identified gaps in the literature. This study is the first to explicitly consider data mining techniques for enhancing digital customer engagement with a comprehensive analysis of customer's attributes in different domains.
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2. Research Approach

Extensive researches have been conducted around DM; however, no systematic literature review has been discussed the state of the art of using DM techniques to enhance DCE throughout analyzing customer’s attributes and its KPIs in different domains. Hence, this study aims to highlight the present theoretical and empirical developments in that domain throughout answering the research questions.

2.1 Objective

This study focuses on the following objectives:

  • [1]

    Identify the customer’s attributes with different KPIs with clear definitions.

  • [2]

    Define DM capabilities that are able to enhance DCE and determine the highest potential customers towards digital usage.

  • [3]

    Draw conclusion and recommendation based on the literature.

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