Impact of Analytics on Strategic Marketing Performance

Yıl 2019, Cilt: 1 Sayı: 2, 17 - 29, 01.02.2019

David Ledo Hernandez Özgür Çengel

Öz

In the current era of digitalization new tools are being used to create competitive advantages in the market. The use of analytics in the strategic marketing involving segmenting, targeting and positioning STP , have become a differentiator between successful and non-successful organizations that have access to big data.

Anahtar Kelimeler

analytics, Big Data, strategic Marketing, segmenting, targeting, positioning, business intelligence.

Kaynakça

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