BIG DATA IN MARKETING : Završni rad

Rad ne sadrži sažetak.This research paper covers big data, its techniques, models and methods and the implementation of them in the area of marketing. The purpose of the paper is to briefly introduce readers with the topic of big data while also providing examples of how it is used when solving marketing problems and tasks. Paper starts by introducing the history of implementing quantitative research methods in marketing and the birth of the discipline called marketing science. Next, it briefly explains what is big data, how it is differentiated from large data sets and what are the five dimensions that distinguish it. In the third chapter, some of the important techniques, models and tasks of big data are covered and the process of using big data for problem solving is broken down. Fourth chapter is cantered around depicting various examples of using marketing analytics, applications and models that are based on big data in the following areas: online review analysis, keyword search analytics, mobile data analytics and social analytics. The fifth chapter follows the framework of marketing mix and shows how marketing analytics, with the help of big data, can be used as strategic tools when managing each of the five Ps of the marketing mix. Lastly, the paper mentions drawbacks and limitations that surround the big data, which are mostly focused on the privacy and the data security of users