BibTex RIS Kaynak Göster

BÜYÜK VERİ VE PAZARLAMADAKİ DÖNÜŞÜM: KURAMSAL BİR YAKLAŞIM

Yıl 2015, Cilt: 8 Sayı: 15, 1 - 22, 01.06.2015

Burak Demirtaş Metin Argan

Öz

Günümüzde büyük veri, pazarlama alanında ve veri süreçlemede en önemli gelişmelerden biri haline gelmiştir. Büyük veri kavramı yeni olup, kuruluşlar aracılığıyla bilginin hacim, çeşitlilik, hız ve değerinin gelişmesini tanımlamada kullanılır. Bu kuramsal çalışmanın temel amacı, büyük veri kavramını tanımlamak ve pazarlama çalışmalarındaki uygulamalarını ve yönetimini ortaya koymaktır. Bu çalışma aynı zamanda büyük verinin perakende, sağlık, kamu, enerji ve bilgi teknolojileri gibi endüstrilerde kullanılabilirliğini analiz etmektedir. Ayrıca bu çalışma, olası büyük veri çalışmalarının gelecekteki kullanımı ile ilgili bazı tahminleri ortaya koymaktadır. Sonuç olarak, tüketici tatminini geliştirmek için büyük verinin kullanılması pazarlamacılar için en büyük fırsatlardan biridir

Anahtar Kelimeler

Big data büyük veri büyük veri uygulamaları pazarlama pazarlama ve büyük veri

Kaynakça

  • Beyer, M.A. ve Laney, D. (2012). The importance of “big data’: A definition. Gartner Report. https://www.gartner.com/doc/2057415/importance-big-data-def- initiom.
  • Davenport, T. H., Barth, P. ve Bean, R. (2012). “How ‘big data’ is different”, MIT Sloan Management Review, 54(1): 42-46.
  • Dumbill, E. (2013). “Making sense of big data”. Big Data: 1-2.
  • Edwards, D. (2013). “Making Big Data Marketing A Reality: Build or Buy?” Cus- tomer, Kasım 2013: 28-29.
  • Gobble, M.A.M. (2013). “Big data. The next big thing in innovation”. Research- Technology Management. January-February: 64-66.
  • Göksu, C. (2014). Datawarehouse Türkiye. http://datawarehouse.gen.tr/big-data- nedir-geleneksel-veri-yonetimine-etkisi-ne-olur/
  • Hayashi, A.M. (2014). “Thriving in a big data World”. MIT Sloan Management Re- view. 55 (2): 35-39.
  • Hemsley, S. (2011). “Big data: Embracing the elephant in the room”. Marketing Week, phant-in-the room/3030939.article
  • Hoy, B. (2014). “Big data: An introduction for librarians”. Medical Reference Ser- vices Quarterly, 33(3): 320-326.
  • Jagadish, H.V., Gehrke,J., Labrinidis, A., Papakonstantinou, Y. Patel, J., Rama- krishnan, J.M.R. ve Shahabi, C. (2014). Communications of the ACM. 57 (7): 86-94.
  • Kaya, İ. (2014). “Big data ve pazarlamada yeni beceriler”. ITnetwork, 5 (93), Mart 2014, s. 46 - 47.
  • Kelion, L. (2013). Q&A: NSA's Prism internet surveillance scheme. http://www.bbc.com/news/technology-23051248
  • Kleinman, A. (2014). NSA: Tech Companies Knew About PRISM The Whole Time. Huftington Post http://www.huffingtonpost.com/2014/03/20/nsa- prism-tech-companies_n_4999378.html
  • Manyika, J. M., J. B. Chui, B. Brown, R. Dobbs, C. Roxburgh, and A. H. Byers. (2011). “Big Data: The Next Frontier for Innovation, Competition, and Productivity.” http://www.mckinsey.com/insights/mgi/research/technol- ogy_and_ innovation/big_data_the_next_frontier_for_innovation
  • Narayanan, V. (2014). “Using big-data analytics to manage data deluge and un- lock real-time business insights”. Journal of Equipment Lease Financing, 32 (2): 1-7.
  • Rubistein, I.S. (2013). “Big Data: The end of privacy or a new beginning?”. Inter- national Data Privacy, 3 (2): 74-86.
  • Schaeffer, D.M. ve Olson, P.C. (2014). “Big data options for small and medium enterprises”. Review of Business Information Systems. 18 (1): 41-46.
  • Schönberger, V.M. ve Cukier, K. (2014). Big Data- A Revolution That Will Transform How We Live, Work, and Think. John Muray Publishers, London.
  • Satell, G. (2014, Mart 1). Why Most Marketers Will Fail In The Era Of Big Data. Forbes: marketers-will-fail-in-the-era-of-big-data/
  • Snoad, L. (2011). Is data safe in brands' hands?. Marketing Week. http://www.mar- ketingweek.co.uk/analysis/data-strategy/is-data-safe-in-brands- hands/3032564.article
  • Swanson, S. (2013, Temmuz 22). 5 Steps To Smarter Marketing via Big (And Small) Data. Crain's Chicago Business, 17.
  • Varian, H.R. (2014). Beyond Big Data. Business Economics. 49 (1):27-31.
  • Vinod, B. (2013). Leveraging big data for competitive advantage in travel. Journal of revenue and pricing management. 12(1): 96-100.
  • visualization.geblogs.com. http://visualization.geblogs.com/
  • www.mashable.com. “8 Marketers Doing Big Data Right”, http://masha- ble.com/2013/05/06/cmo-data
  • www.walmartlabs.com. “Big Fast Data”, http://www.walmartlabs.com/our- work/

BIG DATA AND CHANGE IN MARKETING: A THEROTICAL APPROACH

Yıl 2015, Cilt: 8 Sayı: 15, 1 - 22, 01.06.2015

Burak Demirtaş Metin Argan

Öz

Today, “Big data” is one of the most significant development in data processing and marketing area. Big data is a new concept and it uses to define the growing volume, variety, velocity, and value of information surging through organizations. The main purpose of this theoretical study is to define the big data concept and to explain the applications and management in marketing studies. This study also analyzes big data in different industries including retail, healthcare, government, energy, and information technology. In addition, the study makes some predictions about possible big data studies in the future. As a result, using big data to improve consumer satisfaction is one of the biggest opportunities for marketers

Anahtar Kelimeler

Big data big data applications marketing marketing and big data

Kaynakça

  • Beyer, M.A. ve Laney, D. (2012). The importance of “big data’: A definition. Gartner Report. https://www.gartner.com/doc/2057415/importance-big-data-def- initiom.
  • Davenport, T. H., Barth, P. ve Bean, R. (2012). “How ‘big data’ is different”, MIT Sloan Management Review, 54(1): 42-46.
  • Dumbill, E. (2013). “Making sense of big data”. Big Data: 1-2.
  • Edwards, D. (2013). “Making Big Data Marketing A Reality: Build or Buy?” Cus- tomer, Kasım 2013: 28-29.
  • Gobble, M.A.M. (2013). “Big data. The next big thing in innovation”. Research- Technology Management. January-February: 64-66.
  • Göksu, C. (2014). Datawarehouse Türkiye. http://datawarehouse.gen.tr/big-data- nedir-geleneksel-veri-yonetimine-etkisi-ne-olur/
  • Hayashi, A.M. (2014). “Thriving in a big data World”. MIT Sloan Management Re- view. 55 (2): 35-39.
  • Hemsley, S. (2011). “Big data: Embracing the elephant in the room”. Marketing Week, phant-in-the room/3030939.article
  • Hoy, B. (2014). “Big data: An introduction for librarians”. Medical Reference Ser- vices Quarterly, 33(3): 320-326.
  • Jagadish, H.V., Gehrke,J., Labrinidis, A., Papakonstantinou, Y. Patel, J., Rama- krishnan, J.M.R. ve Shahabi, C. (2014). Communications of the ACM. 57 (7): 86-94.
  • Kaya, İ. (2014). “Big data ve pazarlamada yeni beceriler”. ITnetwork, 5 (93), Mart 2014, s. 46 - 47.
  • Kelion, L. (2013). Q&A: NSA's Prism internet surveillance scheme. http://www.bbc.com/news/technology-23051248
  • Kleinman, A. (2014). NSA: Tech Companies Knew About PRISM The Whole Time. Huftington Post http://www.huffingtonpost.com/2014/03/20/nsa- prism-tech-companies_n_4999378.html
  • Manyika, J. M., J. B. Chui, B. Brown, R. Dobbs, C. Roxburgh, and A. H. Byers. (2011). “Big Data: The Next Frontier for Innovation, Competition, and Productivity.” http://www.mckinsey.com/insights/mgi/research/technol- ogy_and_ innovation/big_data_the_next_frontier_for_innovation
  • Narayanan, V. (2014). “Using big-data analytics to manage data deluge and un- lock real-time business insights”. Journal of Equipment Lease Financing, 32 (2): 1-7.
  • Rubistein, I.S. (2013). “Big Data: The end of privacy or a new beginning?”. Inter- national Data Privacy, 3 (2): 74-86.
  • Schaeffer, D.M. ve Olson, P.C. (2014). “Big data options for small and medium enterprises”. Review of Business Information Systems. 18 (1): 41-46.
  • Schönberger, V.M. ve Cukier, K. (2014). Big Data- A Revolution That Will Transform How We Live, Work, and Think. John Muray Publishers, London.
  • Satell, G. (2014, Mart 1). Why Most Marketers Will Fail In The Era Of Big Data. Forbes: marketers-will-fail-in-the-era-of-big-data/
  • Snoad, L. (2011). Is data safe in brands' hands?. Marketing Week. http://www.mar- ketingweek.co.uk/analysis/data-strategy/is-data-safe-in-brands- hands/3032564.article
  • Swanson, S. (2013, Temmuz 22). 5 Steps To Smarter Marketing via Big (And Small) Data. Crain's Chicago Business, 17.
  • Varian, H.R. (2014). Beyond Big Data. Business Economics. 49 (1):27-31.
  • Vinod, B. (2013). Leveraging big data for competitive advantage in travel. Journal of revenue and pricing management. 12(1): 96-100.
  • visualization.geblogs.com. http://visualization.geblogs.com/
  • www.mashable.com. “8 Marketers Doing Big Data Right”, http://masha- ble.com/2013/05/06/cmo-data
  • www.walmartlabs.com. “Big Fast Data”, http://www.walmartlabs.com/our- work/
Toplam 26 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Burak Demirtaş Bu kişi benim

Metin Argan Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 8 Sayı: 15

Kaynak Göster

APA Demirtaş, B., & Argan, M. (2015). BÜYÜK VERİ VE PAZARLAMADAKİ DÖNÜŞÜM: KURAMSAL BİR YAKLAŞIM. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 8(15), 1-22.