دانلود رایگان مقاله انگلیسی داده های بدون ساختار در بازاریابی - اشپرینگر 2018

Abstract

The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets and the management of marketing activities. Yet these increased data remain mostly untapped by many firms, suggesting the potential for further research developments. The integrative framework proposed in this study addresses the nature of UD and pursues theoretical richness and computational advancements by integrating insights from other disciplines. This article makes three main contributions to the literature by (1) offering a unifying definition and conceptualization of UD in marketing; (2) bridging disjoint literature with an organizing framework that synthesizes various subsets of UD relevant for marketing management through an integrative review; and (3) identifying substantive, computational, and theoretical gaps in extant literature and ways to leverage interdisciplinary knowledge to advance marketing research by applying UD analyses to underdeveloped areas.

Conclusion

In 2013 IBM estimated that 2.5 quintillion bytes of data were being created each day (Bodell 2014) and 80% of business contributions to this vast amount of data take the form of UD (Nelson 2013). This vast growth of UD fuels predictions that data creation and storage will grow by 4300% between 2010 and 2020 (Hessman 2013). Analysis of UD also is reshaping business practices in many industries including insurance (Collins 2016), retail (Karolefski 2015), transportation (Stringer 2013), energy (Bodell 2014), healthcare (Appold 2017), and banking (Welsh 2017). Therefore, UD analysis and implementation eventually may have a prominent presence in every department of organizations (Hodgson 2015). In addition, UD enables practitioners to examine phenomena at more granular levels to understand the process by which behaviors shape business outcomes. Despite the promise that UD hold for improving value creation and exploring new business opportunities (Bodell 2014), their increased volume remains mostly untapped by firms (Collins 2016). According to a Forrester Research study, firms are only currently analyzing 12% of their available data (Smith 2015). A notable reason for this lag is that only one-quarter of firms surveyed claimed to have the internal competencies to analyze UD (Klie 2013).

The integrative framework proposed in this study addresses the nature of UD and reveals how theoretical richness and computational advancements can be gained from other disciplines. We thus make three main contributions to prior literature by (1) offering a unifying definition and conceptualization of UD in marketing; (2) bridging disjoint literature in an organizing framework that conceptualizes and synthesizes multiple subsets of UD relevant for marketing management through a review of publications in marketing and other relevant literature; and (3) identifying substantive, computational, and theoretical gaps in the literature as well as ways to leverage interdisciplinary knowledge to advance marketing research with UD in underdeveloped areas.