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Reklam Stratejik Planlamasında Büyük Verinin Rolü: Reklam Ajanslarına Yönelik Bir Araştırma

Yıl 2024, Cilt: 15 Sayı: 3, 693 - 717, 08.10.2024

Öz

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.

Kaynakça

  • Akbulut, G. (2020). Reklamcılık Sektöründe Stratejik Planlama Süreci ve Örgütler Açısından Önemi. (Published Master’s Thesis), Bahçeşehir University Institute of Social Sciences, İstanbul.
  • Aksoy, A. (2005). Yeni Reklamcılık. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Aksoy, F. (2023). Reklam Stratejik Planlamasında Büyük Verinin Rolü: Reklam Ajansları Örneği. (Published PhD Thesis), Atatürk University Institute of Social Sciences, Erzurum.
  • American Marketing Assocition (2020). Advertising. (2020). Retrieved from https://www.ama.org/topics/advertising/ [Access Date: 18.11.2020].
  • Amirak, B. (2020). Reklamda Stratejik Planlamanın Yaratıcı Süreçteki Rolü: “Stratejik Planlama-Yaratıcı Süreç İlişkisi Üzerine Bir İnceleme. (Published PhD Thesis), Ege University Institute of Social Sciences, İzmir.
  • Ansoff, H. I., Kipley, D., Lewis, A. O., Helm Stevens, R. & Ansoff, R. (2009). Implanting Strategic Management (3th Ed.). Switzerlve: Palgrave Macmillan.
  • Artık Güç Tüketicide (2015, 27 Mayıs). Retrieved From https://www.hurriyet.com.tr/ekonomi/artik-guc-tuketicide-29124805. [Access Date: 05.03.2023].
  • Aslan, Ş. E. (2008). Stratejik Planlama Kavramı ve Reklam Ajanslarında Kullanımı: Türkiye'deki Reklam Ajanslarında Çalışan Stratejik Planlama Uzmanları ve Stratejik Planlamanın Uygulanışı Üzerine Bir Araştırma. (Published Master Thesis), Selçuk University Institute of Social Sciences, Konya.
  • Aslan, Ş. E. & Sicimoğlu, H. (2023). “Reklamda Stratejik Planlama ve Kökenleri”. Emre Ş. Aslan (Ed.), Reklamda Strateji (ss.21-46). Konya: Neu Press.
  • Baskin, M. and Pickton, D. (2003). “Account Planning – from Genesis to Revelation”. Marketing Intelligence and Planning, 21 (7), 416-424.
  • Beede, P. (2019). “Tracing the evolution of advertising account planning”. Journal of Historical Research in Marketing, 12(3), 285–303.
  • Belch, G. E. ve Belch, M. A. (2003). Advertising ve Promotion: An Integrated Marketing Communications Perspective (6th Ed.). US: The McGraw−Hill Companies.
  • Berman, J. J. (2013). Principles of Big Data. USA: Morgan Kaufmann.
  • Bical, A. & Çıragöz, Ö. (2023). “Stratejik Planlamaya Giden Yol: Nitel ve Nicel Araştırma”. Emre Ş. Aslan (Ed.), Reklamda Strateji (ss.21-46). Konya: Neu Press.
  • Celik, S. (2017). “Büyük Veri Teknolojilerinin İşletmeler İçin Önemi”. SSS Journal, 3 (6), 873-883.
  • Charles, N. (2012). Real-Time Planning: Track the Data on the Dashboard. Retrieved from https://www.warc.com/content/paywall/article/real-time-planning-track-the-data-on-the-dashboard/en-GB/95976?. (Access Date: 30.08.2021].
  • Cheng, X., Fang, L., Yang, L. & Cui, S. (2018). Mobile Big Data. Switzerlve: Springer.
  • Childers, C. C., Haley, E. & McMillan, S. (2018). Achieving Strategic Digital Integration: Views from Experienced New York City Advertising Agency Professionals. Journal of Current Issues ve Research in Advertising, 39 (3), 244-265.
  • Cole, F. L. (1988). Content Analysis. Clinical Nurse Specialist, 2(1), 53–57.
  • Davenport, T. (2014). Big Data @Work. (Trans. Çavdar, M). İstanbul: THY Pub.
  • Duan, Y., Edwards, J. S. & Dwivedi, Y. K. (2019). Artificial Intelligence for Decision Making in The Era of Big Data – Evolution, Challenges and Research Agenda. International Journal of Information Management, 48, 63–71. Elden, M. (2018). Reklam ve Reklamcılık. İstanbul: Say Pub.
  • Erevelles, S., Fukawa, N. & Swayne, L. (2016). Big Data Consumer Analytics and the Transformation of Marketing, Journal of Business Research. 69(2), 897–904.
  • Fazekas, D. (2016). When Will Machines Start Winning: Where Articifial İntelligence Needs to Get to Match Human Analysis. Retrieved from https://ana.esomar.org/documents/ when-will-machines-start-winning--8930. [Access Date: 04.02.2023]
  • Feng, Y., van Noort, G., Chen, H. & Yang, J. (2019). Methodological Implications of Big Data for Social Media Advertising Research. 2019 American Academy of Advertising Conference Proceedings, (p. 1-3), 1 January, Texas: USA.
  • Fleckenstein, M. & Fellows, L. (2018). Modern Data Strategy. Switzerlve: Springer.
  • Forbes Insights (2013). The Big Potential of Big Data: A Field Guide for CMOs. Retrieved from https://images.forbes.com/forbesinsights/StudyPDFs/RocketFuel_BigData_REPORT.pdf. [Access Date: 10.02.2023].
  • Fulgoni, G. (2013). Big Data: Friend or Foe of Digital Advertising?. Journal of Advertising Research, 53(4), 372–376.
  • Gibson, S. (2018). Advertising planning in the Age of Big Data. An Exploratory Study. (Published Master’s Thesis). Queenslve University of Technology, School of Advertising, Marketing and Public Relations QUT Business School: Australia.
  • Gregory, A. (2010). Planning and Managing: Public Relations Campaigns (3th Ed.). London: CIPR. Güzel, İ. (2022). Türkiye, Günün 8 Saatini Internette Geçiriyor. Retrieved from https://www.trthaber.com/haber/bilim-teknoloji/turkiye-gunun-8-saatini-internette-geciriyor-649225.html. [Access Date: 03.03.2023].
  • Haley, E., Taylor, R. & Morrison, M. (2014). How Advertising Creatives Define Excellent Planning. Journal of Current Issues ve Research in Advertising, 35(2), 167–189.
  • Harvey, C. (2018). Big Data Pros ve Cons. Retrieved from https://www.datamation.com/big-data/big-data-pros-ve-cons/. [Access Date: 03.09.2021].
  • Herand, D. ve Işık, M. (2019). Adım Adım Big Data ve Uygulamaları. İstanbul: Pusula. Horst, P. & Duboff, R. (2015). Don't Let Big Data Bury Your Brve. Retrieved from https://hbr.org/2015/11/dont-let-big-data-bury-your-brve [Access Date: 09.02.2023].
  • Hsieh, H. F. & Shannon, S.E. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15(9), 1277-1288.
  • Hussein, A. (2020). How Many Old and New Big Data V's Characteristics, Processing Technology, ve Applications (BD1). IJAIEM, 9 (9), 15-27.
  • Kaser, K. (2013). Advertising and Sales Promotion. USA: Cengage Learning.
  • Katz, H., Kleban, Y. & Sundaram, H. (2014). Computational Advertising and Big Data: Implications for Education. 2014 American Academy of Advertising Conference Proceedings, (p. 1-4), 1 March, Atlanta: USA.
  • Konya, O. (2020). Büyük Veri ile Reklamda Yaşanan Dijital Dönüşüm ve Tüketiciye Yansımaları. (Published Master’s Thesis). Marmara University Institute of Social Sciences, İstanbul.
  • Kriger, M. (2005). “What Really is Strategic Process?”. Steven W. Floyd, Johan Roos, Claus D. Jacobs and Franz W. Kellermanns (Eds.), Innovating Strategy Process (pp. 165-175). USA: Blakcwell Pub.
  • LeCompte, M. D. and Goetz, J. P. (1982). Problems of Reliability and Validity in Ethnographic Research. Review of Educational Research, 52 (1), 31-60.
  • Lee, M. & Johnson, C. (2005). Principles of Advertising: A Global Perspective (2th Ed.). Canada: Routledge. Liao, B. (2017). Optimization and Reconstruction: Research on the Development of China’s Smart Advertising Industry. Contemporary Communications, 7, 97–101.
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  • Mallinger, M. (2015). ‘Big Data Decision Making’, Graziadio. Business Review, 18 (2), 1-6.
  • Malthouse, E.C. & Li, H. (2017). Opportunities for ve Pitfalls of Using Big Data in Advertising Research. Journal of Advertising, 46 (2), 227-235.
  • Marr, B. (2015). A Brief history of Big Data Everyone Should Read. Retrieved from https://www.weforum.org/agenda/2015/02/a-brief-history-of-big-data-everyone-should-read/. [Access Date: 6.06.2021].
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The Role of Big Data in Advertising Strategic Planning: A Research on Advertising Agencies

Yıl 2024, Cilt: 15 Sayı: 3, 693 - 717, 08.10.2024

Öz

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

Kaynakça

  • Akbulut, G. (2020). Reklamcılık Sektöründe Stratejik Planlama Süreci ve Örgütler Açısından Önemi. (Published Master’s Thesis), Bahçeşehir University Institute of Social Sciences, İstanbul.
  • Aksoy, A. (2005). Yeni Reklamcılık. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Aksoy, F. (2023). Reklam Stratejik Planlamasında Büyük Verinin Rolü: Reklam Ajansları Örneği. (Published PhD Thesis), Atatürk University Institute of Social Sciences, Erzurum.
  • American Marketing Assocition (2020). Advertising. (2020). Retrieved from https://www.ama.org/topics/advertising/ [Access Date: 18.11.2020].
  • Amirak, B. (2020). Reklamda Stratejik Planlamanın Yaratıcı Süreçteki Rolü: “Stratejik Planlama-Yaratıcı Süreç İlişkisi Üzerine Bir İnceleme. (Published PhD Thesis), Ege University Institute of Social Sciences, İzmir.
  • Ansoff, H. I., Kipley, D., Lewis, A. O., Helm Stevens, R. & Ansoff, R. (2009). Implanting Strategic Management (3th Ed.). Switzerlve: Palgrave Macmillan.
  • Artık Güç Tüketicide (2015, 27 Mayıs). Retrieved From https://www.hurriyet.com.tr/ekonomi/artik-guc-tuketicide-29124805. [Access Date: 05.03.2023].
  • Aslan, Ş. E. (2008). Stratejik Planlama Kavramı ve Reklam Ajanslarında Kullanımı: Türkiye'deki Reklam Ajanslarında Çalışan Stratejik Planlama Uzmanları ve Stratejik Planlamanın Uygulanışı Üzerine Bir Araştırma. (Published Master Thesis), Selçuk University Institute of Social Sciences, Konya.
  • Aslan, Ş. E. & Sicimoğlu, H. (2023). “Reklamda Stratejik Planlama ve Kökenleri”. Emre Ş. Aslan (Ed.), Reklamda Strateji (ss.21-46). Konya: Neu Press.
  • Baskin, M. and Pickton, D. (2003). “Account Planning – from Genesis to Revelation”. Marketing Intelligence and Planning, 21 (7), 416-424.
  • Beede, P. (2019). “Tracing the evolution of advertising account planning”. Journal of Historical Research in Marketing, 12(3), 285–303.
  • Belch, G. E. ve Belch, M. A. (2003). Advertising ve Promotion: An Integrated Marketing Communications Perspective (6th Ed.). US: The McGraw−Hill Companies.
  • Berman, J. J. (2013). Principles of Big Data. USA: Morgan Kaufmann.
  • Bical, A. & Çıragöz, Ö. (2023). “Stratejik Planlamaya Giden Yol: Nitel ve Nicel Araştırma”. Emre Ş. Aslan (Ed.), Reklamda Strateji (ss.21-46). Konya: Neu Press.
  • Celik, S. (2017). “Büyük Veri Teknolojilerinin İşletmeler İçin Önemi”. SSS Journal, 3 (6), 873-883.
  • Charles, N. (2012). Real-Time Planning: Track the Data on the Dashboard. Retrieved from https://www.warc.com/content/paywall/article/real-time-planning-track-the-data-on-the-dashboard/en-GB/95976?. (Access Date: 30.08.2021].
  • Cheng, X., Fang, L., Yang, L. & Cui, S. (2018). Mobile Big Data. Switzerlve: Springer.
  • Childers, C. C., Haley, E. & McMillan, S. (2018). Achieving Strategic Digital Integration: Views from Experienced New York City Advertising Agency Professionals. Journal of Current Issues ve Research in Advertising, 39 (3), 244-265.
  • Cole, F. L. (1988). Content Analysis. Clinical Nurse Specialist, 2(1), 53–57.
  • Davenport, T. (2014). Big Data @Work. (Trans. Çavdar, M). İstanbul: THY Pub.
  • Duan, Y., Edwards, J. S. & Dwivedi, Y. K. (2019). Artificial Intelligence for Decision Making in The Era of Big Data – Evolution, Challenges and Research Agenda. International Journal of Information Management, 48, 63–71. Elden, M. (2018). Reklam ve Reklamcılık. İstanbul: Say Pub.
  • Erevelles, S., Fukawa, N. & Swayne, L. (2016). Big Data Consumer Analytics and the Transformation of Marketing, Journal of Business Research. 69(2), 897–904.
  • Fazekas, D. (2016). When Will Machines Start Winning: Where Articifial İntelligence Needs to Get to Match Human Analysis. Retrieved from https://ana.esomar.org/documents/ when-will-machines-start-winning--8930. [Access Date: 04.02.2023]
  • Feng, Y., van Noort, G., Chen, H. & Yang, J. (2019). Methodological Implications of Big Data for Social Media Advertising Research. 2019 American Academy of Advertising Conference Proceedings, (p. 1-3), 1 January, Texas: USA.
  • Fleckenstein, M. & Fellows, L. (2018). Modern Data Strategy. Switzerlve: Springer.
  • Forbes Insights (2013). The Big Potential of Big Data: A Field Guide for CMOs. Retrieved from https://images.forbes.com/forbesinsights/StudyPDFs/RocketFuel_BigData_REPORT.pdf. [Access Date: 10.02.2023].
  • Fulgoni, G. (2013). Big Data: Friend or Foe of Digital Advertising?. Journal of Advertising Research, 53(4), 372–376.
  • Gibson, S. (2018). Advertising planning in the Age of Big Data. An Exploratory Study. (Published Master’s Thesis). Queenslve University of Technology, School of Advertising, Marketing and Public Relations QUT Business School: Australia.
  • Gregory, A. (2010). Planning and Managing: Public Relations Campaigns (3th Ed.). London: CIPR. Güzel, İ. (2022). Türkiye, Günün 8 Saatini Internette Geçiriyor. Retrieved from https://www.trthaber.com/haber/bilim-teknoloji/turkiye-gunun-8-saatini-internette-geciriyor-649225.html. [Access Date: 03.03.2023].
  • Haley, E., Taylor, R. & Morrison, M. (2014). How Advertising Creatives Define Excellent Planning. Journal of Current Issues ve Research in Advertising, 35(2), 167–189.
  • Harvey, C. (2018). Big Data Pros ve Cons. Retrieved from https://www.datamation.com/big-data/big-data-pros-ve-cons/. [Access Date: 03.09.2021].
  • Herand, D. ve Işık, M. (2019). Adım Adım Big Data ve Uygulamaları. İstanbul: Pusula. Horst, P. & Duboff, R. (2015). Don't Let Big Data Bury Your Brve. Retrieved from https://hbr.org/2015/11/dont-let-big-data-bury-your-brve [Access Date: 09.02.2023].
  • Hsieh, H. F. & Shannon, S.E. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15(9), 1277-1288.
  • Hussein, A. (2020). How Many Old and New Big Data V's Characteristics, Processing Technology, ve Applications (BD1). IJAIEM, 9 (9), 15-27.
  • Kaser, K. (2013). Advertising and Sales Promotion. USA: Cengage Learning.
  • Katz, H., Kleban, Y. & Sundaram, H. (2014). Computational Advertising and Big Data: Implications for Education. 2014 American Academy of Advertising Conference Proceedings, (p. 1-4), 1 March, Atlanta: USA.
  • Konya, O. (2020). Büyük Veri ile Reklamda Yaşanan Dijital Dönüşüm ve Tüketiciye Yansımaları. (Published Master’s Thesis). Marmara University Institute of Social Sciences, İstanbul.
  • Kriger, M. (2005). “What Really is Strategic Process?”. Steven W. Floyd, Johan Roos, Claus D. Jacobs and Franz W. Kellermanns (Eds.), Innovating Strategy Process (pp. 165-175). USA: Blakcwell Pub.
  • LeCompte, M. D. and Goetz, J. P. (1982). Problems of Reliability and Validity in Ethnographic Research. Review of Educational Research, 52 (1), 31-60.
  • Lee, M. & Johnson, C. (2005). Principles of Advertising: A Global Perspective (2th Ed.). Canada: Routledge. Liao, B. (2017). Optimization and Reconstruction: Research on the Development of China’s Smart Advertising Industry. Contemporary Communications, 7, 97–101.
  • McKinsey Global Institute (2011). Big Data: The Next Frontier for İnnovation, Competition, Ve Productivity. Retrieved from https://www.mckinsey.com/capabilities/mckinsey-digital/our-insights/big-data-the-next-frontier-for-innovation. [Access Date: 10.07.2021].
  • Mallinger, M. (2015). ‘Big Data Decision Making’, Graziadio. Business Review, 18 (2), 1-6.
  • Malthouse, E.C. & Li, H. (2017). Opportunities for ve Pitfalls of Using Big Data in Advertising Research. Journal of Advertising, 46 (2), 227-235.
  • Marr, B. (2015). A Brief history of Big Data Everyone Should Read. Retrieved from https://www.weforum.org/agenda/2015/02/a-brief-history-of-big-data-everyone-should-read/. [Access Date: 6.06.2021].
  • Marr, B. (2016). Key Business Analytics. UK: Pearson.
  • Marr, B. (2019). Büyük Veri İş Başında. (Çev. Gündüz, B.). İstanbul: MediaCat.
  • McLeod, A. J., Bliemel, M. & Jones, N. (2017). Examining the Adoption of Big Data ve Analytics Curriculum. Business Process Management Journal, 23(3), 506-517.
  • Moriarty, S., Mitchell, N., Wood, C. & Wells, W. (2019). Advertising ve IMC Principles ve Practıce (11th Edition). New York: Pearson.
  • Ohlhorst, F. (2013). Big Data Analytics: Turning Big Data into Big Money. New Jersey: John Wiley ve Sons Inc.
  • Palmer, M. (2006). Data is the New Oil. Retrieved from https://ana.blogs.com/maestros/ 2006/11/data_is_the_new.html. [Access Date: 05.09.2021].
  • Panimalar, A., Shree, V. & Kathrine, V. (2017). “The 17 V’s of Big Data”. IRJET, 4 (9), 329-333.
  • Patton, M. Q. (2015). Qualitative Research and Evalution Methods (4th). New Delhi: Sage.
  • Pedamkar, P. (2021). Is Big Data a Database?. Retrieved from https://www.educba.com/is-big-data-a-database/. [Access Date: 25.09.2021].
  • Polat, H. ve Derya Ö. (2020). Çoklu Medyada Ayak İzlerini Sürmek: Büyük Veri ve Yönetimi. In D. Öcal ve H. Polat (Eds.), Dijital Reklamcılık (pp. 99-130). Ankara: Nobel Pub.
  • Prabhu, A. (2022). Future Of Strategy 2022: Mediacom’s Anush Prabhu on The Evolution of Strategy in Media, and What Strategists Need to Do Next. Retrieved from https://www.warc.com/newsveopinion/opinion/Future_of_Strategy_2022_Mediacoms_Anush_Prabhu_on_the_evolution_of_strategy_in_media_ve_what_strategists_need_to_do_next/5863. [Access Date: 20.02.2023].
  • Regina Chen, Y. (2015). Effectıve Government Affairs in An Era of Marketization: Strategic Issues Management, Business Lobbying, and Relationship Management by Multinational Corporations in China. (Published PhD Thesis). College Park: Faculty of the Graduate School of the University of Marylve.
  • Rogers, E. M. (2003). Diffusion of Innovations (5th). NY: Free Press.
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  • Sathi. A. (2012). Big Data Analytics: Disruptive Technologies for Changing the Game. USA: MC Press.
  • Schreier, M. (2012). Qualitative Content Analysis in Practice. Thousve Oaks, CA: Sage.
  • Shafer, T. (2017). The 42 V’s of Big Data ve Data Science. Retrieved from https://www.elderresearch.com/blog/the-42-vs-of-big-data-ve-data-science/. [Access Date: 29.08.2021]. Sığrı, Ü. (2018). Nitel Araştırma Yöntemleri. İstanbul: Beta Pub.
  • Small, M. (2014). “Securing Big Data”. The Chartered Institute for IT (Ed.), Big Data: Opportunıtıes and Challenges (pp. 29-32). UK: BCS.
  • Smith, P. R. and Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media (5th Ed.). UK: Kogane Page.
  • Sümer, T. & Elden, M. (2016). Reklamcılık: Kavramlar, Kararlar, Kurumlar (16th Edition). İstanbul: İletişim.
  • Türkal, İ. (2020). Halkla İlişkiler ve Stratejik Dönüşüm. Konya: Eğitim Pub.
  • Vapulus (2019). Advantages and Disadvantages of Big Data. Retrieved from https://www.vapulus.com/en/advantages-ve-disadvantages-of-big-data/. [Access Date: 03.09.2021].
  • Vera-Baquero, A., Colomo-Palacios, R., and Molloy, O. (2013). Business Process Analytics Using a Big Data Approach. IT Professional, 15(6), 29–35.
  • Yıldırım, A. & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (10. Baskı). Ankara: Seçkin Yayıncılık.
  • Yuvayana (2020). What is Big data: Advantages and Disadvantages of Big Data. Retrieved from https://er.yuvayana.org/what-is-big-data-advantages-ve-disadvantages-of-big-data/. [Access Date: 03.09.2021].
  • Zamorano De San Martin, G. (2021). Dijital Reklamcılıkta Büyük Veri ve Algoritmaların Kullanımı. (Published Master’s Thesis). İstanbul Bilgi University Institute of Social Sciences, İstanbul
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Toplam 72 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Reklamcılık (Diğer)
Bölüm Makaleler
Yazarlar

Fatih Aksoy 0000-0002-6114-0520

Prof. Dr. Derya Öcal 0000-0003-0401-2917

Yayımlanma Tarihi 8 Ekim 2024
Gönderilme Tarihi 26 Aralık 2023
Kabul Tarihi 6 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 15 Sayı: 3

Kaynak Göster

APA Aksoy, F., & Öcal, P. D. D. (2024). The Role of Big Data in Advertising Strategic Planning: A Research on Advertising Agencies. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 15(3), 693-717. https://doi.org/10.36362/gumus.1408469