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Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması

Year 2021, Volume: 6 Issue: 2, 462 - 476, 30.06.2021
https://doi.org/10.31454/troyacademy.950686

Abstract

Gelişen teknoloji ve dijitalleşen dünyanın bir sonucu olarak pazarlama araştırmalarında önemli değişimler yaşanmaktadır. Yaşanan bu dijital dönüşümün doğal bir sonucu olarak yeni analiz yöntemleri ve veri türleri ortaya çıkmıştır. Bu çalışmanın temel amacı, son zamanlarda öne çıkan pazarlama araştırması yöntemlerini ve bu yöntemler için kullanılan büyük veri kavramı hakkında araştırmacılara bir bakış açısı kazandırmaktır. Bu çalışmada, ilk olarak geleneksel veriler ve bu verilerin analiz yöntemlerinden kısaca bahsedilmiş ve ardından geleneksel pazarlama yöntemlerinin avantaj ve dezavantajları sunulmuştur. Geleneksel pazarlama analizlerinin günümüzde yetersiz kalmasının nedenlerine yer verilmiştir. Daha sonra, günümüzde kullanımı neredeyse zorunlu hale gelen büyük veri kavramı detaylı bir şekilde ele alınmıştır. Büyük verinin tanımı ve büyük veri analizinin özellikleri sunulmuştur. Sonrasında büyük veri ve geleneksel verinin özellikleri karşılaştırılmıştır Büyük veri analizi ile geleneksel pazarlama analizi arasındaki farklılıklar ortaya konulmuştur. Yapılan literatür araştırması sonucunda pazarlama stratejilerinin belirlenmesi için kullanılan pazarlama karması üzerinde büyük veri analizinin etkileri olduğu görülmektedir. Ayrıca, büyük veri analizleri sayesinde işletmelerin müşterileri için en doğru ürünü tasarlayıp, en uygun fiyatı müşteriye sunma imkanı bulmaktadırlar. Sonuç olarak, geleneksel analiz yöntemleri hala geçerliliğini korumakla birlikte büyük veri analizleriyle beraber kullanıldığında işletmelerin stratejileri için en doğru sonuçları vermektedir.

References

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  • Hallikainen, H., Savimaki, E. & Laukkanen, T. (2020). Fostering B2B sales with customer big data analytics. Industrial Marketing Management, 86 (2020), 90–98.
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  • Lycett, M. (2013). "Datafication": Making sense of (big) data in complex World. European Journal of Information Systems, 22(3), 381–386.
  • Mcrill, D. (2017). The disadvantages of traditional marketing , https://bizfluent.com/how-4810197-write-sales-training-manual.html, Erişim tarihi: 18.03.2021.
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  • Moorthi, K., Dhiman, G., Arulprakash, P., Suresh, C. & Srihari, K. (2020). A survey on impact of data analytics techniques in E-commerce. Materials Today: Proceedings, (Article in press).
  • Nakip, M. & Yaraş, E. (2017). SPSS Uygulamalı Pazarlamada Araştırma Teknikleri, 4.Basım, Seçkin, Ankara.
  • Phillips-Wren, G. & Hoskisson, A. (2015). An analytical journey towards big data. Journal of Decision Systems, 24(1), p. 87–102.
  • Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Richardson, C. (2017). 7 Great Benefits of Big Data in Marketing, https://www.smartdatacollective.com/benefits-big-data-in-marketing/ Erişim tarihi: 17.03.2021
  • Rosoff, M. (2015). Every type of tech product has gotten cheaper over the last two decades-except for one. https://www.businessinsider.com/historical-price-trends-for-tech-products-2015-10, Erişim tarihi: 28.01.2021.
  • Sathi, A. (2014). Engaging customers using big data: how Marketing analytics are transforming business. Palgrave Macmillan, New York.
  • Statista, (2018). Corporate big data initiative success rates U.S. and worldwide 2019. https://www.statista.com/statistics/742935/worldwidesurvey-corporate-big-data-initiatives-and-success-rate/, Erişim tarihi: 28.01.2021.
  • Todor, R.D. (2016). Blending traditional and digital marketing, Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, Vol. 9(58), No.1, 51-56.
  • Tyhkheev, D. (2018). Big data in marketing. Saimaa University of Applied Sciences, Business Administration, Lappeenranta.
  • Xu, Z., Frankwick, G.L. & Ramirez, E. (2015). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 59(2016), 1562-1566.
  • Xu, Z. (2016). Three essays on big data analytics, traditional marketing analytics, knowledge discovery, and new product performance. Open Access Theses & Dissertations, 781.
  • Yeni İş Fikirleri, (2019), Büyük Veri Nedir ve Nasıl Analiz Edilir? Erişim tarihi: https://www.yeniisfikirleri.net/buyuk-veri-nedir-ve-nasil-analiz-edilir/
Year 2021, Volume: 6 Issue: 2, 462 - 476, 30.06.2021
https://doi.org/10.31454/troyacademy.950686

Abstract

References

  • Aktan, E. (2018). Büyük veri: Uygulama alanları, analitiği ve güvenlik boyutu. Bilgi Yönetimi Dergisi, 1(1), 11-22.
  • Anshari, M., Almunawar, M. N., Lim, S. A., & Al-Mudimigh, A. (2018). Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, 15(2), 94-101.
  • Bertolucci, J. (2013). Big data form on-and-pop shops. https://www.informationweek.com/big-data/big-data-analytics/big-datafor-mom-and-pop-shops/d/d-id/1109640? (Erişim Tarihi: 28.01.2021).
  • Chang, C., & Lee, C. J. (1994). Optimal pricing strategy in marketing research consulting. International Economic Review, 35(2), 463-478.
  • Chaudhuri, A. (2007). Indian advertising: 1780 to 1950 A.D.. McGraw Hill Education.
  • Chong, A.Y.L., Ching, E., Liu, M.J. & Li, B. (2017). Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews. Int. J.Prod. Res., 55 (17) (2017) , 5142–5156.
  • Demirtaş, B. & Argan, M. (2015). Büyük veri ve pazarlamadaki dönüşüm: Kuramsal bir yaklaşım. Pazarlama ve Pazarlama Araştırmaları Dergisi, 2015 (15), 1-21.
  • Erevelles, S., Fukawa, N. & Swayne, L. (2016). Big data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897–904.
  • Guan, C., Qin, S., Ling, W. & Ding, G. (2016). Apparel recommendation system evolution: an empirical review. Int. J. Clothing Sci. Technol., 28 (6) (2016), 854–879.
  • Gunasekaran, A., Papadopoulos, T., Dubey, R., Wamba, S. F., Childe, S. J., Hazen, B. & Akter, S. (2017). Big data and predictive analytics for supply chain and organizational performance. Journal of Business Research, 70, 308–317.
  • Hallikainen, H., Savimaki, E. & Laukkanen, T. (2020). Fostering B2B sales with customer big data analytics. Industrial Marketing Management, 86 (2020), 90–98.
  • Hill, L., Levy, F., Kundra, V., Laki, B. & Smith, J. (2015). Data-Driven Innovation for Growth and Well-being. OECD, 2015.
  • Jannach, D., Ludewig, M. & Lerche, L. (2017). Session-based item recommendation in e-commerce: on short-term intents, reminders, trends and discounts. User Modeling and User-Adapted Interaction, 27, 351–392.
  • Kierlanczyk, K. (2016)., A brief history of market research. https://www.keltonglobal.com/perspectives/a-brief-history-of-market-research/, Erişim tarihi: 28.01.2021.
  • King, A. (2021). 7 Benefits to Using Big Data for Small Business, http://www.industriuscfo.com/7-benefits-using-big-data/ Erişim tarihi: 17.03.2021.
  • Kotler, P.& Armstrong, G. (2018). Pazarlama İlkeleri, Beta, İstanbul, Çev.:A. Ercan Gegez.
  • Lilien, G. L., Roberts, J. H. & Shankar, V. (2013). Effective marketing science applications: Insights from the ISMS-MSI practice prize finalist papers and projects. Marketing Science, 32(2), 229–245.
  • Lycett, M. (2013). "Datafication": Making sense of (big) data in complex World. European Journal of Information Systems, 22(3), 381–386.
  • Mcrill, D. (2017). The disadvantages of traditional marketing , https://bizfluent.com/how-4810197-write-sales-training-manual.html, Erişim tarihi: 18.03.2021.
  • Mikalef, P, Pappas, I.O., Krogstie, J. & Giannakos, M. (2018). Big data analytics capabilities: a systematic literature review and research agenda. Inf. Syst. E-business Manag. 16 (2018), 1–32.
  • Mikalef, P., Boura, M. Lekakos, G., & Krogstie, J. (2020). The role of information governance in big data analytics driven innovation. Information & Management, 57(2020), 103361.
  • Moorthi, K., Dhiman, G., Arulprakash, P., Suresh, C. & Srihari, K. (2020). A survey on impact of data analytics techniques in E-commerce. Materials Today: Proceedings, (Article in press).
  • Nakip, M. & Yaraş, E. (2017). SPSS Uygulamalı Pazarlamada Araştırma Teknikleri, 4.Basım, Seçkin, Ankara.
  • Phillips-Wren, G. & Hoskisson, A. (2015). An analytical journey towards big data. Journal of Decision Systems, 24(1), p. 87–102.
  • Porter, M. E., & Heppelmann, J. E. (2014). How smart, connected products are transforming competition. Harvard Business Review, 92(11), 64-88.
  • Richardson, C. (2017). 7 Great Benefits of Big Data in Marketing, https://www.smartdatacollective.com/benefits-big-data-in-marketing/ Erişim tarihi: 17.03.2021
  • Rosoff, M. (2015). Every type of tech product has gotten cheaper over the last two decades-except for one. https://www.businessinsider.com/historical-price-trends-for-tech-products-2015-10, Erişim tarihi: 28.01.2021.
  • Sathi, A. (2014). Engaging customers using big data: how Marketing analytics are transforming business. Palgrave Macmillan, New York.
  • Statista, (2018). Corporate big data initiative success rates U.S. and worldwide 2019. https://www.statista.com/statistics/742935/worldwidesurvey-corporate-big-data-initiatives-and-success-rate/, Erişim tarihi: 28.01.2021.
  • Todor, R.D. (2016). Blending traditional and digital marketing, Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, Vol. 9(58), No.1, 51-56.
  • Tyhkheev, D. (2018). Big data in marketing. Saimaa University of Applied Sciences, Business Administration, Lappeenranta.
  • Xu, Z., Frankwick, G.L. & Ramirez, E. (2015). Effects of big data analytics and traditional marketing analytics on new product success: A knowledge fusion perspective. Journal of Business Research, 59(2016), 1562-1566.
  • Xu, Z. (2016). Three essays on big data analytics, traditional marketing analytics, knowledge discovery, and new product performance. Open Access Theses & Dissertations, 781.
  • Yeni İş Fikirleri, (2019), Büyük Veri Nedir ve Nasıl Analiz Edilir? Erişim tarihi: https://www.yeniisfikirleri.net/buyuk-veri-nedir-ve-nasil-analiz-edilir/
There are 34 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Erkan Bil 0000-0003-4301-3816

Murat Özkaya 0000-0001-7241-4710

Publication Date June 30, 2021
Published in Issue Year 2021 Volume: 6 Issue: 2

Cite

APA Bil, E., & Özkaya, M. (2021). Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması. TroyAcademy, 6(2), 462-476. https://doi.org/10.31454/troyacademy.950686

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