https://hotzbehofsits.com/tags/marketing/Recent content in Marketing on Christian Hotz-BehofsitsHugoen-usMon, 12 Jun 2017 11:00:53 +0100https://hotzbehofsits.com/post/bigdata-in-digitalmarketing/Mon, 12 Jun 2017 11:00:53 +0100https://hotzbehofsits.com/post/bigdata-in-digitalmarketing/<p>In the last decades, the increasing availability of broadband internet and the accompanying digitalisation has had a lasting effect on many industries. For example, television and radio are more and more replaced by music and video streaming services.</p> <p>Nowadays, it is even common to purchase accounting systems, databases or the whole IT-infrastructure as a service. Those trends are challenges for both managers and marketing departments and thus current topics for digital marketing researchers. At the same time, data storage got cheaper and cheaper and firms started to gather every piece of data they could catch in hopes of gilding them one day. Although, data was already available it took a decade till managers had recognised the real value of it and now there is a real demand for data driven decision support. Thus, big data is not an empty phrase anymore, data is available and its analysis is both feasible and reasonable. Nevertheless, mills are slowly working in research and it takes time for innovations in IT (i.e. big data analysis) to arrive at marketing research.</p>