How can IT team members and marketers collaborate more beneficially? A path to more effective marketing strategies (1)


Thursday, April 04, 2019: 7:45pm - 8:45pm - Constitution: Demonstrations 2

YI TING CHEN, National Museum of Natural Science, Taiwan, Sing-Da Huang, National Chengchi University, Taiwan

In these demonstrations, we share our experience of collaborations between the microsite developers and marketers of two temporary exhibits in our museum, namely Dunhuang: Stories of the Caves in 2017 and Wondering in the Solar System in 2018. Using various data analysis tools, the IT team members explored the exhibit websites’ browsing histories, the extent to which the exhibits were discussed on social media, and potential audiences for the exhibits, to assist marketers in establishing optimal marketing strategies and improving the museum’s brand image.

Website development, marketing, and public relations used to be classified as distinct professions. Advancements in information science and artificial intelligence have enabled members of the three professions to assist one another and work together on solutions. Furthermore, companies have applied machine learning to predicting customer preferences; they have analyzed customer browsing histories to customize content and advertising recommendations for individual customers, thereby achieving greater effectiveness in their marketing and public relations strategies.

1.Dunhuang: Stories of the Caves(Chinese) :
2.Dunhuang: Stories of the Caves(English) :
3.Wondering in the Solar System in 2018(Chinese):
4.Wondering in the Solar System in 2018(English) :