Development of a data driven customer centric marketing model for Hobby Hall
Kimari, Pinja (2016)
Julkaisun pysyvä osoite on
The present study had two aims. Firstly to create an understanding of how a Finnish re-tailer can move into a data driven customer centric marketing model. The research com-prised of literature studies and expert interviews of relevant marketing theories, best practices and legislative restrictions regarding personally identifiable data. And secondly to develop a first model for Hobby Hall based on the research. The model was evaluated by a focus group and further developed based on the feedback. The research focused on marketing strategies, Data driven marketing, and personalized marketing. Additionally the researcher studied the legislative perspective on personally identifiable data usage. The research did not include social media or banner advertising as marketing channels, but concentrated on Hobby Halls traditional channels; catalogue and e-mail. The research further out scoped technical aspects of the solutions. As a result a model was developed for Hobby Hall that creates a good base for the commissioner to plan for the future.