Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie

ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.41/2-22
CC BY-SA   Open Access 

Issue archive / ZN 875 PZFiM nr 41 t. 2
Big data koniecznością współczesnego marketingu
(Big Data as a Necessity of Modern Marketing)

Authors: Magdalena Graczyk-Kucharska
Politechnika Poznańska
Keywords: source of information marketing support of decision Big Data business intelligence
Data publikacji całości:2015
Page range:14 (265-278)
Cited-by (Crossref) ?:


The objective of the paper is to show the definition of Big Data and to present the areas of using Big Data by modern marketer. Big Data is the source of information that contributes not only the support of current decision of organization but primarily that allows predicting the development trends of enterprises in order to improve economic efficiency and increase the quality of offered products. Among operational activities, in which we Big Data can be used there are, among others: the choice of target groups of promotional activities on the internet, the implementation of action of choosing target groups or efficiency improvement of operational activities. Marketers quickly get used to faster response based on richer data sources. They expect easy and above all self-service access to resources. Big Data can meet these needs.
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