State of the Art Implementation of Big Data in Strategic and Operative Marketing. Challenges and Effective Responses

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 1.1 Research background
• 1.2 Purpose and research objective
• 1.3 Methodology and structure
• 2 Theoretical background of data-driven marketing
• 2.1 From database marketing to data-driven marketing
• 2.2 Big Data
• 3 State of the art regarding implementation of Big Data in marketing
• 3.1 State of the art marketing research
• 3.2 State of the art target marketing
• 4 Challenges of successful Big Data implementation
• 4.1 Strategic approach
• 4.2 Data regulations and privacy
• 4.3 Human resources, internal structures, and corporate culture
• 4.4 Technical infrastructure and centralizing data
• 4.5 Data quality and data volume
• 4.6 Acceptance and focus on new Big Data processes
• 4.7 Correlation-driven analysis vs. causality-driven analysis
• 4.8 Courage for trial and error
• 5 Conclusion, recommendation, and outlook

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work examines the implementation of big data in strategic and operative marketing. It aims to analyze current approaches and identify challenges and effective responses to overcome them. The research focuses on exploring how organizations can leverage big data to optimize their marketing efforts.

• State-of-the-art implementation of big data in marketing
• Challenges of successful big data implementation
• Effective responses to overcome big data implementation challenges
• Strategic approach to big data implementation
• Data regulations and privacy considerations in big data marketing

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the research background, objective, and methodology of the study. The second chapter provides a theoretical foundation of data-driven marketing, discussing its evolution from database marketing and the concept of big data. Chapter three delves into the current state of the art regarding big data implementation in marketing, exploring existing research and target marketing practices. Chapter four examines the challenges faced in successfully implementing big data in marketing, covering aspects such as strategic approach, data regulations and privacy, human resources, technical infrastructure, data quality, acceptance, and analytical approaches.

Schlüsselwörter (Keywords)

This work focuses on the integration of big data in marketing, encompassing key terms such as data-driven marketing, big data analytics, marketing research, target marketing, strategic implementation, data regulations, privacy, human resources, technical infrastructure, data quality, and analytical approaches.