دانلود رایگان مقاله انگلیسی یک نگاه اجمالی به تحلیل کلان داده در چارچوب استراتژی های بازاریابی - اشپرینگر 2018

Abstract

Mining and analyzing the valuable knowledge hidden behind the amount of data available in social media is becoming a fundamental prerequisite for any effective and successful strategic marketing campaign. Anyway, to the best of our knowledge, a systematic analysis and review of the very recent literature according to a marketing framework is still missing. In this work, we intend to provide, first and foremost, a clear understanding of the main concepts and issues regarding social big data, as well as their features and technologies. Secondly, we focus on marketing, describing an operative methodology to get useful insights from social big data. Then, we carry out a brief but accurate classification of recent use cases from the literature, according to the decision support and the competitive advantages obtained by enterprises whenever they exploit the analytics available from social big data sources. Finally, we outline some open issues and suggestions in order to encourage further research in the field.

5 Conclusions and future perspectives

In this paper, we surveyed social big data, the current techniques to manage them and a variety of effective marketing deployments based on such a huge amount of data. In the first part, we have accurately described the numbers characterizing Society 2.0, the possible dimensions of social big data and the technologies currently employed to handle them. Moreover, we described an effective and operative methodology to foster marketing strategies by taking advantage of such valuable information sources that social big data represent. In the second part, we provided a systematic review of the recent literature on social big data and marketing, uncovering some findings and some open research issues.

What can be concluded is that social big data is no more a niche topic nowadays, but rather a proper phenomenon capable of radically changing the world and to promote a great variety of benefits such as the increase of operating margin, the growth in the available jobs and working positions, the growth in market figures, the escalation of on-time decisions and saved time, the boost in digitally generated data and customer experience-driven promotions and the like.

After a broad-spectrum analysis of the main marketing possibilities of social big data in various fields and their classification, we have to conclude that we are still far from a single centralized, holistic and rigorous platform having a few buttons through which a marketer can take relevant decisions for his future market strategies. Indeed, the aims and the fields of application may be very different and in each context, many issues and problems still have to be overcome and investigated further.