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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.

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Title Data, Data and Even More Data: Harvesting Insights From the Data Jungle
Author(s) Skiera, BerndORCID iD for 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
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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.