NEW MARKETING OPPORTUNITIES IN THE ERA OF BIG DATA ACROSS CONSUMER SEGMENTS MAYVARY as an example
Ngo, Duc; Laanila, Anh (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202005067484
https://urn.fi/URN:NBN:fi:amk-202005067484
Tiivistelmä
Businesses are increasingly relying on commercializing their services and goods to generate income for covering operational costs, growth, and sustainability. The deployment of Big Data in marketing enhance opportunities by increasing competitive advantages. The aim of this study was to investigate the application of Big Data for marketing strategies across the consumer segments for small and medium-sized companies like Mayvary.
The study assessed whether Big Data creates specific market opportunities in the consumer segments by evaluating several research questions. The authors reviewed secondary sources to define the term Big Data, describe the history, evaluate application in marketing, and create a background for the research problem.
The collection of primary data involved a case study MAYVARY with a survey. The questionnaire entailed 56 respondents, who were stakeholders of the company. The finding illustrated that big data analytics was effective in creating marketing opportunities in the consumer segments. However, the company possessed limited strategies for managing and harnessing the benefits of big data in marketing.
The study assessed whether Big Data creates specific market opportunities in the consumer segments by evaluating several research questions. The authors reviewed secondary sources to define the term Big Data, describe the history, evaluate application in marketing, and create a background for the research problem.
The collection of primary data involved a case study MAYVARY with a survey. The questionnaire entailed 56 respondents, who were stakeholders of the company. The finding illustrated that big data analytics was effective in creating marketing opportunities in the consumer segments. However, the company possessed limited strategies for managing and harnessing the benefits of big data in marketing.