F.A.M. (Francesco) Balocco

RSM - Rotterdam School of Management
Erasmus University Rotterdam
ERIM Doctoral Student
Field: Logistics & Information Systems
Affiliated since 2016

PhD Project

Mobile Analytics

Consumers’ increased use of Internet on mobile devices has challenged modern firms, who are struggling to respond to this changed behavior. Over the last few years, mobile apps, mobile internet and mobile advertising, and mobile commerce grew fast and drove rapid growth in digital marketing and digital advertising. Consumers shift their time spend on the Internet towards mobile devices challenging advertisers and publishers. Both sides of the network are struggling on how to respond to this changed behavior resulting in less efficient advertising, lower spending and lower revenues per consumer. This project will tap into the big data opportunity that specifically pertains to mobile generated data. Examples of mobile big data applications are location based marketing, localized m-commerce, and user-profile driven design differentiation- and optimization.

Keywords
Analytics, Digital Advertising, Mobile Commerce, Information Strategy
Time frame
2016 -

Address

Visiting address

Office: Mandeville Building T09-41
Burgemeester Oudlaan 50
3062 PA Rotterdam

Postal address

Postbus 1738
3000 DR Rotterdam
Netherlands

Supervisory team

Francesco Balocco
Professor of Information Management and Markets
Promotor
Francesco Balocco
Daily supervisor