Resumen

GOYZUETA RIVERA, Samuel Israel. Big Data Marketing: an approximation. Perspectivas [online]. 2015, n.35, pp.147-158. ISSN 1994-3733.

Nowadays, the concepts of Business Analytics and Big Data are gaining a lot of interest in all spheres of society; in enterprises and academy as well, specifically in the area of marketing. In a report of IBM, nearly 90% of global information (global data) has been created in the past two years (2012-2013). At present, professionals that can understand and can achieve a successful processing of all the information that is created are recruited by agencies all over the world, giving their organizations a unique competitive advantage. The Chief Marketing Officer (CMO) converts himself in the Chief Digital Officer (CDO), a "guru" of information that dedicates to collect information of his organization and information of the environment (traditional and non-traditional information), tries to structure the collected information with diverse methods. Subsequently analyzes with Business Analytics or Business Experiments, this allows the enterprises and organizations to innovate through marketing insights and business performance. The main objective that is pursued in the present investigation is the one of exploring the context of Big-Data and to draw an approximately definition of what Big-Data Marketing would be. By this way, the concept of de Big-Data Marketing converts itself in a useful tool that permits to involucrate organizational strategy and marketing strategy with our customer and clients. At last, with Big-Data Marketing it would be possible to arrive to a complete, detailed, and precise profile of our customers and clients. Generating value, as the main objective pursued by Marketing.

Palabras clave : Analytics; Business Analytics; Big Data; Big Data Marketing.

        · resumen en Español     · texto en Español     · Español ( pdf )