The convergence of business intelligence and digital branding: a data-driven approach to consumer behavior in the algorithmic era
The convergence of business intelligence and digital branding: a data-driven approach to consumer behavior in the algorithmic era
DOI:
https://doi.org/10.51473/rcmos.v1i1.2024.1858Keywords:
Business Intelligence, Strategic Marketing, Digital Media, Consumer Behavior, DataDriven.Abstract
This scientific paper proposes a multidimensional and in-depth analysis of the integration between strategic communication, traditional marketing management, and Business Intelligence (BI) within the context of the contemporary digital economy. Through a systematic literature review and critical analysis of market trends and academic studies up to 2022, it investigates how the transition from creative "feeling" to a data-driven culture has reconfigured brand positioning strategies and executive decision-making. The study explores the dialectical tension between longterm Brand Equity building and the pressure for short-term performance driven by digital metrics, contextualizing the hybrid academic background necessary to navigate this landscape. It discusses the role of algorithms in consumption curation, data collection ethics (LGPD/GDPR), and the application of consumer neuroscience to decode decision patterns. It concludes that the modern marketing professional must act as a "humanized data architect," using analytical intelligence not to replace creativity, but to enhance the cultural and commercial relevance of brands in a fragmented media ecosystem.
Downloads
References
AAKER, DAVID A. Managing brand equity: capitalizing on the value of a brand. New York: Free Press, 1991.
BAUMAN, ZYGMUNT. Modernidade líquida. Rio de Janeiro: Jorge Zahar, 2001.
CASTELLS, MANUEL. A sociedade em rede. São Paulo: Paz e Terra, 1999.
CISCO. Cisco 2021 data privacy benchmark study. San Jose: Cisco Systems, 2021.
DAVENPORT, THOMAS H.; HARRIS, JEANNE G. Competing on analytics: the new science of winning. Boston: Harvard Business Review Press, 2007.
GARTNER. Gartner CMO spend survey 2021: strategic priorities for the post-pandemic world. Stamford: Gartner Research, 2021.
HARVARD BUSINESS REVIEW. The age of analytics: competing in a data-driven world. Boston: HBR Analytics Services, 2018.
KAHNEMAN, DANIEL. Rápido e devagar: duas formas de pensar. Rio de Janeiro: Objetiva, 2011.
KOTLER, PHILIP; KARTAJAYA, HERMAWAN; SETIAWAN, IWAN. Marketing 5.0: technology for humanity. Hoboken: Wiley, 2021.
O’NEIL, CATHY. Weapons of math destruction: how big data increases inequality and threatens democracy. New York: Crown, 2016.
PARISER, ELI. The filter bubble: what the internet is hiding from you. New York: Penguin Press, 2011. DOI: https://doi.org/10.3139/9783446431164
PORTER, MICHAEL E. Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press, 1980.
SHARP, BYRON. How brands grow: what marketers don’t know. Oxford: Oxford University Press, 2010.
SIMON, HERBERT A. Designing organizations for an information-rich world. Baltimore: Johns Hopkins Press, 1971.
THALER, RICHARD H.; SUNSTEIN, CASS R. Nudge: improving decisions about health, wealth, and happiness. New Haven: Yale University Press, 2008.
ZUBOFF, SHOSHANA. The age of surveillance capitalism: the fight for a human future at the new frontier of power. New York: PublicAffairs, 2019.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2024 Samuel Magalhães Pereira da Silva (Autor)
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under the Creative Commons Attribution 4.0 International License (CC BY 4.0). This means you are free to:
- Share — copy and redistribute the material in any medium or format.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
The use of this material is conditioned upon proper attribution to the original author(s), providing a link to the license, and indicating if changes were made. The license does not require permission from the author or the publisher as long as these conditions are met.
The Creative Commons license logo is displayed permanently in the footer of the journal.
The copyright of the manuscript can be retained by the authors without restrictions and can be requested at any time, even after publication in the journal.
How to Cite
