[The Cloud Market Intelligence and Social media: the Emerging Requirements Leading to a Real Time Marketing Solution]

By

ACKNOWLEDGEMENT

Many thanks to my family, friends, colleagues and my instructor as without their support and guidance, this project would not have been completed.

DECLARATION

I declare that this project shows my own work developed by a thorough analysis of the secondary research and primary research study. Moreover, this study has not been published before.

ABSTRACT

The aim of this research is to understand the importance of the integration of the cloud marketing intelligence and the social media and how they have developing creative and agile marketing space and facilities for the organizations. The research was carried out in three steps, initially; secondary research was conducted that established the foundation for selection the case studies. Secondly the cases of Google, Wal-Mart and myspace in relation to the development and employment of the clouds were studied. These cases helped in knowing how the advertising has been utilizing the cloud platforms to collected customer data and to create a one on one interaction medium with the customers. Thirdly, the interview with the key analytics in the selective organizations was conducted that provided an insight into what exactly is happening in the world of cloud marketing intelligence. It was found that cloud infrastructure is bringing business intelligence to the small Businesses marketing. The Proliferation of Smart phones is leading to Mobile marketing intelligence. The organizations are not only relying on the cloud intelligence but they themselves have been developing the clouds to facilitate marketing function. The cloud technologies and the social media tools provide predictive intelligence applications for the marketers. This research is not only significant for the marketers but it also provides an ample understanding of how much the marketing has penetrated and how customers' activities are traced.



ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Background1

1.2 Research Aims2

1.3 Research Objectives3

1.4 Research Questions3

1.5 Significance of the Research3

1.6 Scope and definition4

1.7 Key Concepts5

1.7.1 Marketing Intelligence5

1.7.2 Cloud marketing Intelligence6

1.7.3 Online Marketing Intelligence6

1.8 Possible Limitations7

CHAPTER 2: LITERATURE REVIEW9

2.1 The Purpose of Marketing Intelligence9

2.2 Cycle of Marketing Intelligence9

2.3 Understanding Cloud Computing10

2.4 Financial Benefit12

2.5 Benefit to the Advertisers13

2.6 Marketing Adopting Cloud Intelligence15

2.7 A Model for Cloud Computing19

CHAPTER 3: METHODOLOGY22

3.1 Research Design22

3.1.1 Examining literature23

3.1.1.1 Inclusion and Exclusion Criteria for secondary Research Study23

3.1.2 Studying Cases24

3.1.3 Conducting Interviews24

3.2 Data Analysis24

3.3 Contributions/Beneficiaries25

3.4 Research Ethics25

3.5 Research Planning and Scheduling26

CHAPTER 4: ANALYSIS28

4.1 Secondary Research28

4.1.1 Achieving High Availability28

4.1.2 Social Media Tools: Facebook and Twitter in Cloud Computing28

4.1.3 Cloud Computing: a Better Choice29

4.1.4 Mobility and collaboration through the Cloud30

4.2 Case Studies30

4.2.1 Google31

4.2.2 Wal-Mart32

4.2.3 Slaesforce.com33

4.3 Future Prospects for Advertisers35

4.4 Ease of Interaction with the Customers36

4.5 Interview Questions37

4.5.1 Best practices in Cloud Computing37

4.5.2 Marketing Intelligence Solutions39

4.5.3 Barriers to adoption of cloud computing technology40

4.5.4 Cloud Functions provided by the social media tools42

4.5.5 Focus on core activities42

4.6 Summary of the Key Findings43

CHAPTER 5: DISCUSSION AND CONCLUSION45

5.1 Recommendations for the Future Research48

5.2 Conclusion49

REFERENCES51

APPENDIX56

Survey Questionnaire56

Ethics Questionnaire69

CHAPTER 1: INTRODUCTION

1.1 Background

“Real-time requires lightning fast automation, marketing intelligence and communication” (Marketflare, 2012). Marketers know this and are trying to achieve this or as close to as possible ...