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

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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
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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

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