學術資源整合系統-相關推薦
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| 作者 | CHEN,YI-TING;HUANG,SING-DA |
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| 出版日期 | 201904 |
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| 著作名稱 | How can IT team members and marketers collaborate more beneficially? A path to more effective marketing strategies |
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| 出版者 | MW2019: MuseWeb 2019 |
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| 其他資訊 | MW19, the 23rd annual MuseWeb conference |
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| 主題 | 資訊科學 |
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| 摘要 | In these demonstrations, we share our experience of collaborations between the microsite developers and marketers of two temporary exhibits in our museum, namely Dunhuang: Stories of the Caves in 2017 and Wondering in the Solar System in 2018. Using various data analysis tools, the IT team members explored the exhibit websites’ browsing histories, the extent to which the exhibits were discussed on social media, and potential audiences for the exhibits, to assist marketers in establishing optimal marketing strategies and improving the museum’s brand image.
Website development, marketing, and public relations used to be classified as distinct professions. Advancements in information science and artificial intelligence have enabled members of the three professions to assist one another and work together on solutions. Furthermore, companies have applied machine learning to predicting customer preferences; they have analyzed customer browsing histories to customize content and advertising recommendations for individual customers, thereby achieving greater effectiveness in their marketing and public relations strategies. |
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| 資料連結 |  |
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| 系統號 | NO000005192 |
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