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Data-driven decision making in Marketing : A theoretical approach
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (English)Student paper other, 5 credits / 7,5 HE creditsStudent thesis
Abstract [en]

Customer insight is at the heart of the big data era. This revolution makesit possible to directly obtain high potential data and in large quantitiesabout customers. Thus we take note that, more than ever, a large volumeof big data is collected by companies.We observe that big data have become a necessary tool within marketing.More and more companies orient their decisions according to theinformations provided by data, with the aim of quickly having betterresults.Nevertheless, in order to integrate these big data in a better way and gaina competitive advantage, companies must face new challenges. Tomeasure and understand the impact of big data in marketing decisions,we propose, with the support of our scientific and theoretical resources, areasoning, demonstrating all the issues. Big data is increasinglyubiquitous and necessary for companies (I). Their impact in decisionsneeds to be taken into account (II) and their use is leading to amanagement revolution (III). Moreover, it modifies the close relationbetween decision and intuition. (IV). In this article, we present aperspective that study all these concepts. We close by offering a modeland a conclusion answering our problematic.

Place, publisher, year, edition, pages
2017. , 13 p.
Series
Halmstad University Dissertations
Keyword [en]
Data-driven decision making Strategic decision making Analytics Big data Marketing Decision making Decision making quality Marketing predictive Customer insight Intuition
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-33545OAI: oai:DiVA.org:hh-33545DiVA: diva2:1081339
Subject / course
Scientific method
Available from: 2017-03-14 Created: 2017-03-13 Last updated: 2017-03-14Bibliographically approved

Open Access in DiVA

fulltext(280 kB)275 downloads
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File name FULLTEXT01.pdfFile size 280 kBChecksum SHA-512
67fc45994bde69d1bc55881f33fbfb62e5088014034c4ccd6f657084780664e5b8186f85b93fda8f6eee94943b6c319ec308f99d1d6bd5063f2f5aa051ea163f
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf