Big data i ich wykorzystanie w analityce marketingowej : wybrane problemy badawcze

• Autorzy: Jarosław Woźniczka

Warianty tytułu

Big Data and Its use in Marketing Analytics : Selected Research Problems

• Języki publikacji: PL

Abstrakty

Szybko rosnąca ilość dostępnych danych i zwiększające się zdolności ich gromadzenia, przetwarzania i analizy powodują, że coraz więcej podmiotów rynkowych wykorzystuje wielkie zbiory danych (z ang. big data) na potrzeby analityki biznesowej i marketingowej wspierającej podejmowane przez nie decyzje zarządcze. Gwałtownie rośnie też liczba badań naukowych poświęconych big data lub prowadzonych z ich wykorzystaniem i publikacji ich wyników. Prezentowany artykuł jest oparty na wynikach studiów literaturowych na temat wielkich zbiorów danych i zawiera charakterystykę big data jako źródła informacji, zestawienie obszarów wykorzystania big data w marketingu i przegląd odnoszących się do nich wybranych problemów i pytań badawczych formułowanych w literaturze światowej. (abstrakt oryginalny)

EN

The fast growth of accessible data and increasing capabilities of data storing, processing and analyzing are the reason of using big data for the purpose of business intelligence and marketing analytics supporting managerial decisions by an increasing number of companies and institutions. The number of scientific research referring to big data or conducted with use of them and publications of their results is also rapidly growing. The presented article is a result of literature studies and it contains the characteristic of big data as an information source, the discussion of the main areas of application of big data in marketing and the review of selected research problems and questions in these areas. (original abstract)

Słowa kluczowe

PL

Big Data; Marketing; Badania marketingowe

EN

Big Data; Marketing; Marketing research

• Czasopismo: Marketing i Rynek
• Rocznik: 2018
• Numer: nr 3
• Strony: 2--11

Twórcy

autor

Jarosław Woźniczka

• Uniwersytet Ekonomiczny we Wrocławiu

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