BIG DATA KONIECZNOŚCIĄ WSPÓŁCZESNEGO MARKETINGU
BIG DATA AS A NECESSITY OF MODERN MARKETING
Author(s): Magdalena Graczyk-KucharskaSubject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: business intelligence; Big Data; support of decision; marketing; source of information;
Summary/Abstract: The objective of the paper is to show the definition of Big Data and to present the areas of using Big Data by modern marketer. Big Data is the source of information that contributes not only the support of current decision of organization but primarily that allows predicting the development trends of enterprises in order to improve economic efficiency and increase the quality of offered products. Among operational activities, in which we Big Data can be used there are, among others: the choice of target groups of promotional activities on the internet, the implementation of action of choosing target groups or efficiency improvement of operational activities. Marketers quickly get used to faster response based on richer data sources. They expect easy and above all self-service access to resources. Big Data can meet these needs.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (2)
- Page Range: 265-277
- Page Count: 13
- Language: Polish