Digital Marketing Enhancement of Cryptocurrency Websites through Customer Innovative Data Process
Damianos P. Sakas; Nikolaos T. Giannakopoulos; Nikos Kanellos; Christos Tryfonopoulos
Today, more than ever, the popularity of decentralized payment systems has risen, creating an outbreak of new cryptocurrencies hitting the market. Unique websites have been staged for each cryptocurrency, where information and means for mining cryptocurrencies are available daily. People visit those cryptocurrency websites either from desktop or mobile devices. Thus, the impulsion for appropriate promotion of cryptocurrency websites and customer factors affecting it rises. The above process increases cryptocurrency organizations&rsquo: website visibility, raising the need for customer relationships and satisfaction optimization concerning organizations&rsquo: supply chain strategy. Research data were collected from 10 well-known cryptocurrency websites, regarding mobile and desktop devices, in 180 days, regarding on-site web analytics. Therefore, a model consisting of three stages was applied. Starting phase of the model pertains to statistical and regression analysis of cryptocurrency web analytics, followed by Fuzzy Cognitive Mapping and Agent-Based Model deployment. Throughout this study, methods for promoting cryptocurrency websites can be deduced from assessing specific website metrics and device preferences. Research results indicate that web analytics give a clearer image of customer behavior in cryptocurrency websites and, therefore, provide opportunities for further website optimization through increased web traffic and digital reputation.
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