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This paper deals with the use of data-driven marketing as the important part of digital marketing. Data are valuable and necessary input for sellers as they are able to make decisions in many fields of digital marketing. This study is focused on the customer satisfaction modelling whereas the main aim is to find out models that optimally describe total customer satisfaction and to determine the importance of individual factors and discover their impact on the total satisfaction. The process of modelling is demonst...

Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprises which trying to provide customers with the highest value in the form of the products or services. Customers are endeavouring to maximise their utility and enterprises are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the r...