Thesis Direction
Prof Goudarzi Kiane, Prof Bourliataux-Lajoinie Stéphane
Thesis Title
Research and Analysis of Using Big Data for Marketing Success
Abstract
In this data-driven age, companies are looking to harness big data technology to cater to customer needs, adapt to market shifts, and attain marketing goals. This research aims to furnish firms with practical strategies to effectively employ big data for enhanced market competitiveness and profitability. Using research methods such as questionnaires, case studies and interviews, this study explores the application of big data in customer analytics, personalized recommendations, marketing evaluation, social media review and strategy optimization. In-depth case studies and expert insights shed light on these applications. A novel aspect of this research is its focus on cross-department collaboration and data integration, positioning data as a vital corporate asset ingrained in all business decisions. This holistic view enables companies to offer nuanced customer services, enhance satisfaction, spot new market opportunities, and remain agile in the face of market volatility.
The study underscores real-time data analysis’s role in swift market response and marketing strategy tweaks, boosting corporate agility and competitive edges. It culminates in strategic advice, urging firms to amplify customer satisfaction and loyalty, and foster internal big data skills. It calls for bolstered cross-department synergy, data integration, and support for big data policies, standards, and regulations. Looking ahead, the research outlines future big data-driven marketing trends: transitioning from data-centric to intelligence-led strategies, evolving customer relationship management, integrating multi-channel marketing, constructing big data-centric enterprise ecosystems, and realizing the societal impacts and value innovations of marketing. These trends offer guidance for businesses and policy-making bodies, advocating for broader big data adoption in marketing.
In sum, this research offers a comprehensive exploration of big data’s pivotal role and application methods in marketing. It provides valuable insights and suggestions for businesses aiming for marketing success and offers a reference for policymakers to encourage widespread adoption of big data in marketing.