Abstract:
The primary purpose of this paper is to explore and identify the possibilities
for optimizing of digital marketing activities through establishing value-
systems reflected in lead-scoring models. Methodologically, the paper was
based on the conclusions of quantitative and qualitative research, largely
through drawing conclusions through secondary research, but also through
primary research based on experimental, empiric cases of using digital
marketing software tools such as the ClickDimension - corporate CRM tool.
The empiric part of the primary research was enabled through the author’s
practical experience as a marketing executive in an IT industry-leading Ser-
bian and regional system-integrator company. Conclusions of this paper can
positively influence practical application of marketing, namely CRM tools
through which organizations can model their value-systems reflected in lead
scoring, in order to best optimize their digital marketing efforts in an optimal
utilization of their resources. Although this particular paper focuses on the
use of a particular software tools, the methodology translates to other similar
consumer-relationship-management tools used in practice as well, making its
potential application broader and more relevant to marketing professionals
and academic community.
CITATION:
IEEE format
A. Đorđević, “Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring,” in Sinteza 2019 - International Scientific Conference on Information Technology and Data Related Research, Belgrade, Singidunum University, Serbia, 2019, pp. 32-37. doi:10.15308/Sinteza-2019-32-37
APA format
Đorđević, A. (2019). Optimization of Digital Marketing Processes Through Modeling of Lead-Scoring. Paper presented at Sinteza 2019 - International Scientific Conference on Information Technology and Data Related Research. doi:10.15308/Sinteza-2019-32-37