BIG DATA IN MARKETING

Abstract

Daniil Tykheev Big Data in marketing, 57 pages Saimaa University of Applied Sciences Business administration, Lappeenranta International Business Thesis 2018 Instructor: Principal lecturer Tuuli Mirola, Saimaa University of Applied Sciences The objective of the study was to look into the concept of big data and find out its application in marketing of clothing retailers. The paper attempted to help in understanding the current state of big data in terms of the technological development and its popularity. The additional purpose was to enlarge the knowledge by reviewing several practical cases. The paper investigated the general aspects of the technology and as well as the more detailed features of big data employment in marketing. Data for this study was collected solely by the author of the thesis. The information was gathered from literature and the Internet. The goal was to look for the most up-to-date sources, because of the high volatility of the subject. That is the reason why certain non-traditional sources, for example online courses, were used. The report also employs one literature source as the major foundation of the general theory part. The information for case study was collected from the Internet as well. The author of the thesis connected the theoretical concepts from the theoretic part of the paper with the practical cases observed in the empirical part. The results of the report showed the vast potential of Big Data in marketing and further study is required to fully understand and take advantage of this tool. The paper provided a list of instructions for the competent use of big data as well several recommendations on the actions that need to be performed to start using the technology. The thesis contains a case study that has illustrated the opportunities of big data use in the clothing retail sector.