ReSearch
{{ mc.sd.lang | uppercase }}
Značaj fenomena Big Data za donošenje marketinških odluka u realnom vremenu
Significance of the big data phenomenon for making marketing decisions in real time
Ćirić, Maja
Zekavica, Ana
Vukmirović, Jovanka
Sažetak: Uspešnost koncepta upravljanja kompanijom zavisi od mogućnosti obezbeđivanja kvalitetnih i sveobuhvatnih informacija, uspostavljanjem personalizovane komunikacije sa potrošačima u realnom ili približno realnom vremenu. Ovaj vid komunikacije postaje imperativ savremenog poslovanja u procesu poslovnog odlučivanja. Danas, u moru informacija marketing menadžeri moraju pronaći koncepte koji će im olakšati obradu podataka. Big Data je megatrend, fenomen koji uključuje ogromne količine podataka koji se generišu gotovo automatski uz pomoć najnovijih tehnoloških dostignuća, a potom ispituju kako bi se pretvorili u korisne informacije. Big Data koncept je postavio velika očekivanja, ali je profitabilna monetizacija podataka složenija nego što je predviđeno. Zato je edukovanost top menadžera, koji će sagledati koristi usvajanja i primene novih koncepata jako važna. Svrha ovog rada ogleda se u tome da objasni značaj koji podaci dobijeni u realnom vremenu imaju za cilj efektivnije i efikasnije donošenje marketinških odluka, kao i da potencira ulogu koju Big Data ima u prikupljanju, obradi i prezentaciji podataka. U ovom radu iznosi se pregled aktuelnih stavova u naučnoj i stručnoj literaturi o samom konceptu Big Data i koristima koje on nudi, posebno stavljajući akcenat na koristi koje ima u donošenju boljih marketinških odluka u realnom vremenu. Takođe, opisuju se aspekti koji se moraju uzeti u obzir prilikom kreiranja rešenja za Big Data, prepreke sa kojima se kompanije mogu susretati u njegovoj primeni, i naposletku, daju se sugestije za buduća empirijska istraživanja.
Abstract: The success of the company's management concept depends on the ability to provide quality and comprehensive information by establishing personalized communication with consumers in real or near real time. This form of communication has become the imperative of modern business in the business decision-making process. In the today's sea of information marketing managers need to find concepts that will make it easier for them to process data. Big Data is a megatrend, a phenomenon that includes huge amounts of data that are generated almost automatically with the help of the latest technological advances, and then analyzed to turn into useful information. The Big Data concept has set great expectations, but profitable data monetization has proven to be more complex than was originally predicted. That is why the education of top managers, who can benefit from adopting and applying new concepts, is very important. The purpose of this paper is to explain the importance of real-time data for more effective and efficient marketing decisions, as well as to emphasize the role Big Data has in the collection, processing and presentation of data. This paper presents an overview of current views in scientific and professional literature on the Big Data concept and the benefits it offers, in particular by emphasizing the benefits it has in making better marketing decisions in real time. It also describes the aspects that need to be taken into account when creating the Big Data solution, the barriers that companies can encounter in its application, and suggestions for future empirical research are provided at the end of the paper.
srpski
2018
Ovo delo je licencirano pod uslovima licence
Creative Commons CC BY 4.0 - Creative Commons Autorstvo 4.0 International License.
http://creativecommons.org/licenses/by/4.0/legalcode
Ključne reči: marketing odlučivanje; Big Data; marketing istraživanje; onlajn poslovanje
Keywords: marketing decision making / Big Data / marketing research / online business
10.5937/etp1802035Z