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- Article name
- MARKETING ANALYTICS IN E-BUSINESS USING BIG DATA
- Authors
- Maltseva S. V., , smaltseva@hse.ru, National Research University "Higher School of Economics", Moscow, Russia
Lazarev V. V., , , National Research University "Higher School of Economics", Moscow, Russia
- Keywords
- information analysis / big data / e-commers / marketing analitics / recommendation services / sentiment analysis
- Year
- 2015 Issue 1 Pages 62 - 67
- Code EDN
- Code DOI
- Abstract
- Marketing analytics encompasses a set of practices for measurement, control and analysis, which are used to improve marketing effectiveness and optimize ROI. The high rate of change in business and customer focus are the critical requirements for speed and accuracy of decisions taken on the basis of marketing analytics. Traditional solutions in analytics does not allow to make a qualitative leap in that direction, while the potential of Big Data technologies provides a whole new way. The article deals with the most important areas of application of technology of Big Data in marketing analytics for e-commerce. Consumer segmentation tasks, recommendation services and sentiment analysis are considered in detail. Recommendations on the application of the methods used in the analysis of Big Data were done, examples of companies that use Big Data technology to meet these challenges were considered.
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