Publications

Suggested Citation

Skiera, B. (2016). Data, Data and Even More Data: Harvesting Insights From the Data Jungle. NIM Marketing Intelligence Review, 8(2), 10-17

Read whole article
Year

2016

Authors
Bernd Skiera
Publication title
Data, Data and Even More Data: Harvesting Insights from the Data Jungle
Publication
NIM Marketing Intelligence Review

Data, Data and Even More Data: Harvesting Insights from the Data Jungle

Bernd Skiera 

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. 

Authors

  • Bernd Skiera, Professur für Electronic Commerce und E-Finance Lab, Fachbereich Wirtschaftswissenschaften, Goethe-Universität, Frankfurt am Main, Deutschland, skiera@wiwi.uni-frankfurt.de
Share Publication
Copy link

Other articles of the MIR issue “Marketing and Data Science”

Here you can find more exciting articles of this issue.

To the entire issue

[Translate to English:]

Marketing and Data Science: Together the Future Is Ours

The synergistic use of computer science and marketing science techniques offers the best avenue for knowledge development and improved …

Read more
[Translate to English:]

On Storks and Babies: Correlation, Causality and Field Experiments

The explosion of available data has created much excitement among marketing practitioners about their ability to better understand the …

Read more
[Translate to English:]

Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions

Location data has become more and more accessible. Smartphone applications such as location-based services collect location data on a …

Read more
[Translate to English:]

Using Big Data for Online Advertising Without Wastage: Wishful Dream, Nightmare or Reality?

Big data contains lots of information about consumers and allows companies real-time and data-assisted decision making to gain significant …

Read more
[Translate to English:]

The Art of Creating Attractive Consumer Experiences at the Right Time: Skills Marketers Will Need to Survive and Thrive

New technologies have made today’s marketing faster, more mobile, more location-based, more digital, more virtual, and more automatized …

Read more
[Translate to English:]

Interview: Data Analysis Trumps Specialist Advice - How Direct Banks Function

While many traditional retail banks are struggling with a business downturn, the direct bank market is enjoying steady and respectable …

Read more
[Translate to English:]

Big Data in Market Research: Why More Data Does Not Automatically Mean Better Information

Big data will change market research at its core in the long term because consumption of products and media can be logged electronically …

Read more
Scroll to top
Quick Links