Data, Data and Even More Data: Harvesting Insights From the Data Jungle Skiera, Bernd 2016, Data, Data and Even More Data: Harvesting Insights From the Data Jungle, GfK Marketing Intelligence Review, vol. 8, no. 2, pp. 10-17, doi: 10.1515/gfkmir-2016-0010. Attached Files Name Description MIMEType Size Downloads Title Data, Data and Even More Data: Harvesting Insights From the Data Jungle Author(s) Skiera, Bernd orcid.org/0000-0001-9285-2013 Journal name GfK Marketing Intelligence Review Volume number 8 Issue number 2 Start page 10 End page 17 Total pages 8 Publisher De Gruyter Open Place of publication Warsaw, Poland Publication date 2016 ISSN 1865-5866 Summary Increasing global digitalization brings huge amounts of data. Finding a successful way to handle all this data and to transform it into real insights will be a critical success factor in the future. The biggest challenge for data science applications in marketing is that many marketing people studied marketing because they no longer wanted to do mathematics. A good marketing campaign will still have to be creative, touch emotions and build a brand, but more and more marketing managers will also need technical and analytical skills. It will more than ever be necessary to determine real causal effects to pull the right levers. Consumer insights have always been considered a major driver for growth, but in the digital world, successful growth can also come from improved technical and analytical implementation and skillful application of new tools and methods. Language eng DOI 10.1515/gfkmir-2016-0010 Indigenous content off HERDC Research category C1.1 Refereed article in a scholarly journal Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30143664 Document type: Journal Article Collections: Faculty of Business and Law Open Access Collection Department of Marketing Related Links Link Description Link to full-text (open access)     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Fri, 09 Oct 2020, 09:41:24 EST Sat, 10 Oct 2020, 04:02:01 EST Wed, 28 Oct 2020, 15:52:02 EST Thu, 29 Oct 2020, 05:03:52 EST Thu, 29 Oct 2020, 10:05:40 EST Thu, 29 Oct 2020, 10:07:14 EST Thu, 29 Oct 2020, 10:07:50 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 22 Abstract Views, 0 File Downloads  -  Detailed Statistics Created: Wed, 28 Oct 2020, 15:52:02 EST

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