Managing marketing processes
Download as PPTX, PDF1 like592 views
The document discusses the impact of big data on marketing research, highlighting the vast amount of information generated daily through social media and other online platforms. It emphasizes the potential for extracting valuable insights, though acknowledges challenges such as representativeness and privacy concerns. The approach is described as explorative, offering deep understanding and complementing traditional research methods.
Managing marketing processes
- 1. Big data and its possibilities for Marketing Research Zeynep Yetis-Larsson Stockholm School of Economics September, 2013
- 2. A Big Bang in the Information Universe Source: IDC/EMC 2.7bn daily comments and ”likes” on Facebook 500M daily posts on Twitter and Weibo combined 200k videos uploaded to YouTube daily
- 3. Computers are getting smarter
- 4. Big Data is big money
- 5. From social media to consumer insight
- 6. Bitcoin Study Semantic network analysis • Bitcoin Forum (English) • 1.15 mln posts by 21,903 people • 85% all posts / 89% all people
- 7. Forum Topics over Time Technical Exchanges Legal
- 8. Reflections • The information is out there, the challenge is to extract value • The results are not representative of the broader population • Explorative – great way of generating insights and finding new patterns • Possible to switch between levels – macro and micro • Not restricted to a certain field period – possible to track back in time • Offers deep understanding of phenomena • Complements rather than substitutes other methods • Unobtrusive, but potential privacy issues • Cultural and contextual understanding is necessary
- 9. Please fell free to contact me for questions & comments! Zeynep Yetis-Larsson Zeynep.Yetis@hhs.se https://twitter.com/zyetis http://se.linkedin.com/in/zeynepyetislarsson http://www.slideshare.net/ZeynepYetis/ 9
Editor's Notes
- #2: Reference: http://www.greenbookblog.org/2012/03/21/big-data-opportunity-or-threat-for-market-research/