gusbid Gümüşhane University Journal of Social Sciences 1309-7423 1309-7423 Gümüşhane Üniversitesi Advertising (Other) Reklamcılık (Diğer) The Role of Big Data in Advertising Strategic Planning: A Research on Advertising Agencies Reklam Stratejik Planlamasında Büyük Verinin Rolü: Reklam Ajanslarına Yönelik Bir Araştırma https://orcid.org/0000-0002-6114-0520 Aksoy Fatih Gümüşhane Üniversitesi https://orcid.org/0000-0003-0401-2917 Öcal Prof. Dr. Derya ATATÜRK ÜNİVERSİTESİ 10 08 2024 15 3 693 717 12 26 2023 06 06 2024 Copyright © 2010, Gümüşhane Üniversitesi Sosyal Bilimler Dergisi 2010 Gümüşhane Üniversitesi Sosyal Bilimler Dergisi

Strategic planning forms the basis of the campaigns to be realized by advertising agencies. Because the most important factor in the success of advertisements is to deliver the right message at the right time, in the right place, to the right target audience. In order to realize this element effectively, the use of big data in strategic planning has an important place. One of the most important features of today, which is called the information age, is that there is change and development in all areas on the basis of big data technologies. For this reason, businesses that want to make a difference and survive in all sectors need to bring data, which is defined as today's 'oil', to the forefront. Undoubtedly, like many businesses in various sectors, advertising agencies need to include big data in their work.The main purpose of the study is to determine how big data is used in strategic planning within the scope of advertising agencies and the role of big data in advertising strategic planning. In general, the aim of this study is to create a resource that will contribute to researchers and practitioners in this regard by revealing the role of big data technologies, the use of which is increasing day by day in all areas, in advertising-oriented strategic planning. In this direction, advertising agencies have been determined primarily in accordance with certain criteria. Within the framework of qualitative research, semi-structured interviews were conducted with 19 strategic planning experts in the selected agencies, considering the purposeful sampling method. The data obtained from the interviews were examined by the content analysis method. The findings obtained from the mentioned analysis were evaluated and the conclusion part was formed. It has been found that almost every stage of the strategic planning prepared for the formation of effective advertising strategies and campaigns is trying to use big data. Therefore, within the scope of the sample, it has been concluded that big data has a significant role in advertising strategic planning in advertising agencies in Turkey

Stratejik planlama, reklam ajanslarının gerçekleştireceği kampanyaların temelini oluşturmaktadır. Çünkü reklamların başarıya ulaşmasındaki en önemli unsur, doğru zamanda, doğru yerde, doğru hedef kitleye, doğru mesajın ulaştırılmasıdır. Bu unsurun etkili bir şekilde gerçekleştirilmesi için stratejik planlamada büyük verinin kullanılması önemli yer tutmaktadır. Bilişim çağı olarak adlandırılan günümüzün en önemli özelliklerinden biri, büyük veri teknolojileri temelinde bütün alanlarda değişimin ve gelişimin olmasıdır. Bu nedenle tüm sektörlerde fark yaratmak ve varlığını sürdürmek isteyen işletmeler, günümüzün ‘petrolü’ olarak tanımlanan veriyi ön plana çıkartması gerekmektedir. Şüphesiz çeşitli sektörlerdeki birçok işletme gibi reklam ajanslarının da büyük veriyi çalışmalarına dahil etmesi gerekmektedir.Çalışmanın temel amacı, reklam ajansları kapsamında stratejik planlamada büyük veriden nasıl faydalanıldığı ve reklam stratejik planlamada büyük verinin rolünü tespit etmektir. Bu doğrultuda öncelikle belirli kriterler doğrultusunda reklam ajansları belirlenmiştir. Nitel araştırma çerçevesinde amaçlı örneklem yöntemi dikkate alınarak seçilen ajanslarda bulunan 19 stratejik planlama uzmanı ile yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Görüşmelerden elde edilen veriler içerik analiz yöntemi ile incelenmiştir. Sözü edilen analizden elde edilen bulgular değerlendirilip sonuç kısmı oluşturulmuştur. Etkili reklam stratejileri ve kampanyalarının oluşması için hazırlanan stratejik planlamanın neredeyse her aşamasında büyük veriden yararlanılmaya çalışıldığı tespit edilmiştir. Dolayısıyla örneklem kapsamında Türkiye’deki reklam ajanslarında, büyük verinin reklam stratejik planlamasında kayda değer bir rolünün olduğu sonucuna varılmıştır.

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