An Experimental Comparison of Predicting Customer Behaviour in Internet and Mobile Marketing

Abstract

Currently, the internet and mobile technology platforms have gained a lot of popularity in the Nigerian context. Many businesses are seizing the opportunity provided by these platforms to market their goods and services in what is termed ‘E-marketing’. E-marketing opportunities on these platforms include Facebook, Twitter, Google, Whatsapp and Youtube marketing, marketing through personal blogs, SMS and Email marketing, among others. Although, these marketing avenues have been engaged by many businesses even with scarce financial resources, the result has been that of little or no corresponding effect on their profit margins. There is therefore; the need to predict customer behaviour as regards these marketing avenues so that businesses can know which ones to engage for their marketing activities. This study is therefore; aimed at understanding and predicting customer behaviour through correlation analysis and classification techniques in data mining, respectively. The results obtained will enable the business community gain an understanding of customer behaviours and engagements on these platforms. Furthermore, the loss on marketing investments by businesses will be minimized leading to increase in business profit margins as businesses make target marketing through the stated channels efficiently.