Big Data Driven Marketing
- 10.2991/iscde-19.2019.3How to use a DOI?
- Big Data, digital marketing, Big Data Marketing, digital economics, marketing trends
The transformation of many areas of activity occurs during the economy digitalization. One of these popular areas of activity is marketing. Marketing is an integral part of any business. The main trend of the economy digitalization is Big Data or Data Science. The capacity of Big Data in marketing is tremendous because data are always generated and collected in real-time, and now the marketing industry can identify what the users buy, which goals, problems and interests they have. Business with these data can clearly define the effective advertising campaigns and sales channels, and also can get rid of the inefficient ones. The author gives the definition of Big Data, digital marketing, and Big Data Marketing in this article. The new concept of 5E interaction (result marketing) which processes will be based on knowledge acquired as a result of data analysis and not on marketers’ subjective assessments is reflected. The trends of digital marketing such as predictive marketing, marketing of visualization, and personalized one are highlighted. Finally, in conclusion, the author considers not only the possibilities of the new marketing era but also problems of Russian business encountered in dealing with digital marketing such as the problem of failure to use of Big Data, data centralization, data depersonalization, and also the problem of understanding of the Big Data possibilities by top-managers.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - A.D. Nazarov PY - 2019/12 DA - 2019/12 TI - Big Data Driven Marketing BT - Proceedings of the International Scientific and Practical Conference on Digital Economy (ISCDE 2019) PB - Atlantis Press SP - 677 EP - 680 SN - 2352-5428 UR - https://doi.org/10.2991/iscde-19.2019.3 DO - 10.2991/iscde-19.2019.3 ID - Nazarov2019/12 ER -