歡迎報名12/19演講--Data-driven, cross-border research in digital marketing
主講人： Shane Mathews, Associate Professor, Advertising, Marketing and Public Relations, Business School, Queensland University of Technology, Australia ｜昆士蘭科技大學 廣告、市場與公共關係學院 副教授
主題：Data-driven, cross-border research in digital marketing
主持人：林翠絹老師 (Trisha T. C. Lin)｜政治大學傳播學院 副教授
數位科技創新與跨國企業合作，讓數位行銷領域探索了更多的可能性，而大數據與數位工具的使用，在傳播與行銷領域上扮演重要的角色，有著20年行銷學研究專業的Dr. Shane Mathews，將會介紹多年來對於數據驅動（data-driven）、跨國的數位行銷研究。本演講以英文進行，包含第一部分：國際行銷——跨國界研究: Dr. Mathews正和國際夥伴共同研究數位科技創新、數位功能（digital capability）與國際化企業（firm internationalization）相關主題。第二部分：社群媒體聆聽工具展示: 大數據使用在近年傳播與行銷領域逐漸佔有不可或缺的地位，社群媒體聆聽變成了許多企業組織成功重要關鍵。Dr. Mathews將示範昆士蘭科技大學SMIC中心（Social Media Intelligence Centre）的數位工具，介紹如何利用此工具進行學術、產業與政府相關研究。
Dr. Mathews現任昆士蘭科技大學商學院的廣告、市場與公共關係副教授，他20年來致力研究於行銷專業，近來他專注於數位化研究，包括數位品牌行銷、企業數位行銷、虛擬社群網路行銷以及國際行銷，著重於網路行銷對於跨國行銷策略與企業影響力，並利用跨國家情境來理解未來行銷策略趨勢。目前，Dr. Mathew正在澳洲、日本、台灣、泰國、印尼、中國、智利與奧地利間參與研究專案，探索更多數位化在未來行銷傳播的更多可能。
The digital technology innovation, digital capabilities and firm internationalization enable possibilities of digital marketing. Using large data sources is becoming an ever more important tool for communications and marketing professionals. Furthermore, currently digital marketing has go beyond domestic country borders and facilitate internationalization. With 20 years of experience in the marketing profession, Dr. Shane Mathews will bring us his research and insights of data-driven, cross-border research in digital marketing in his visiting in National ChengChi University’s College of Communication. The talk includes two sub themes as followed:
First Presentation: International marketing –Crossing borders in research
Dr. Mathews will highlight a path of internationalization in a research portfolio, building projects that transcend domestic country borders to make an impact beyond a single country. Dr. Mathews has completed studies in Australia, Chile, China, Taiwan, Thailand and Japan and have ongoing current studies in Australia, Taiwan, China, Japan, Chile, Austria, US, Indonesia and Thailand. More recently, Dr. Mathews has focused on research in digital technology innovation, digital capabilities and firm internationalization which has led to discussions with a new global research partner from industry.
Second presentation: Social studio Demo
Using large data sources is becoming an ever more important tool for communications and marketing professionals. Social media listening specifically has become a key function of many successful organizations and will continue to evolve with the digitalization of the marketing. Dr. Shane Mathews will demonstrate the digital tool through the Social Media Intelligence Centre (SMIC) at Queensland University of Technology as a way in which to generate both academic and industry/government research. Researchers work with the tool which helps to analyze online conversations that enable data-driven decision making for organizations
Dr. Mathews is an Associate Professor in Advertising, Marketing and Public Relations), Business School, Queensland University of Technology. Dr. Mathews has more than 20 years of experience in the marketing profession. His research investigates digitalization, focusing on the internets impact on digital marketing such as digital branding, firm digital marketing capabilities, virtual social networks and the broader implications of digital marketing and international marketing. In particular, Dr. Mathews’ research probes the influence of the Internet on marketing and international marketing strategy and the firm. Within this context, Dr. Mathews uses different country contexts to understand these contemporary issues so as to better map what capabilities are needed to facilitate future strategy; the digitalization nexus between future customers and future firms. Dr. Mathews is currently working on research projects in Australia, Japan, Taiwan, Thailand, Indonesia, China, Chile and Austria.