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Combining Offline and Online Data in the International Digital Media Marketing Industry

Student: Mryasova Maria

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Final Grade: 7

Year of Graduation: 2017

This paper investigates the benefits of combining offline and online data in international digital media marketing. The paper has been divided into 3 parts to holistically research the topic. Theoretical part focuses on the industry findings around different user data available and the formulated objectives of digital marketing. Analytical chapter represents an analysis of the drivers and the impact of data usage in marketing strategies based on the successful use cases of market leaders. The last part of the paper consists of finding and conclusions of benefits of using data onboarding in digital marketing strategies and it introduces a framework of recommendations on adjusting strategies of international marketing companies.

Full text (added May 12, 2017)

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