The potential for big data application in the marketing of banking institutions (CROSBI ID 641206)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Dvorski Lacković, Ivana ; Kovšca, Vladimir ; Lacković Vincek, Zrinka
engleski
The potential for big data application in the marketing of banking institutions
The application of big data technology in various industries and sectors has been a significant area of research interest lately. The aim of this paper is to contribute to the field by summarizing existing knowledge on the topic of big data and explore its application in the domain of marketing with special emphasis on banking institutions. The reason for this is the fact that banks, with their turbulent environment characterised by high competition, strict regulatory requirements and consumer centricity, are especially eligible for absorbing benefits of big data technology adoption. The paper is structured in a way that general big data characteristics are presented after the introductory notes. Following is the section related to big data application in marketing. In the fourth section authors discuss banking environment and potential for big data application in the marketing of banks.
big data ; marketing ; banks
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Podaci o prilogu
169-176.
2016.
objavljeno
Podaci o matičnoj publikaciji
Book of Papers, 1st Croatian Direct Marketing Association Conference
Dobrinić, Damir ; Gregurec, Iva
Zagreb: Hrvatska udruga za direktni i interaktivni marketing (CRODMA)
2459-7953
Podaci o skupu
1st Croatian Direct Marketing Association Conference:INTEGRATED MARKETING Challenges of big data technology
predavanje
20.10.2016-21.10.2016
Varaždin, Hrvatska