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BÜYÜK VERİ VE PAZARLAMADAKİ DÖNÜŞÜM: KURAMSAL BİR YAKLAŞIM

BIG DATA AND CHANGE IN MARKETING: A THEROTICAL APPROACH

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2015

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Today, “Big data” is one of the most significant development in data processing and mar-keting area. Big data is a new concept and it uses to define the growing volume, variety, velocity, and value of information surging through organizations. The main purpose of this theoretical study is to define the big data concept and to explain the applications and management in marketing studies. This study also analyzes big data in different industries including retail, healthcare, government, energy, and information technology. In addition, the study makes some predictions about possible big data studies in the future. As a result, using big data to improve consumer satisfaction is one of the biggest opportunities for marketers.
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Abstract (Original Language): 
Günümüzde büyük veri, pazarlama alanında ve veri süreçlemede en önemli gelişmeler-den biri haline gelmiştir. Büyük veri kavramı yeni olup, kuruluşlar aracılığıyla bilginin hacim, çeşitlilik, hız ve değerinin gelişmesini tanımlamada kullanılır. Bu kuramsal çalış-manın temel amacı, büyük veri kavramını tanımlamak ve pazarlama çalışmalarındaki uy-gulamalarını ve yönetimini ortaya koymaktır. Bu çalışma aynı zamanda büyük verinin perakende, sağlık, kamu, enerji ve bilgi teknolojileri gibi endüstrilerde kullanılabilirliğini analiz etmektedir. Ayrıca bu çalışma, olası büyük veri çalışmalarının gelecekteki kullanımı ile ilgili bazı tahminleri ortaya koymaktadır. Sonuç olarak, tüketici tatminini geliştirmek için büyük verinin kullanılması pazarlamacılar için en büyük fırsatlardan biridir.
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  • Turkish

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