Big data w marketingu: szanse i zagrożenia
DOI:
https://doi.org/10.18559/SOEP.2018.6.3Słowa kluczowe:
Big Data, Marketing, Marketing baz danych, Badania marketingowe, Analiza danych, Etyka, Ochrona danych osobowychAbstrakt
Dzięki rozwojowi technologii informatycznych i telekomunikacyjnych, cyfryzacji danych oraz rosnącej skłonności nabywców do korzystania z internetu i urządzeń skomunikowanych z internetem obserwuje się szybki wzrost ilości danych gromadzonych w systemach informatycznych. Big data uważa się obecnie za jeden z kluczowych zasobów dysponujących tego typu danymi przedsiębiorstw i za źródło przełomu w zarządzaniu i marketingu, a szczególnie w badaniach marketingowych i analizie danych. Jednocześnie wykorzystywanie wielkich zbiorów danych rodzi różnego rodzaju wyzwania zarządcze i metodologiczne oraz uzasadnione wątpliwości etyczne. Celem artykułu jest przedstawienie wybranych szans i zagrożeń związanych z wykorzystaniem big data w marketingu. Zawiera on przegląd współczesnej literatury światowej dotyczącej tej problematyki i syntezę wybranych wątków na ten temat.
Pobrania
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