Naslov
Challenges of Using the Big Data in Marketing

Autori
Ćurko, Katarina ; Varga, Mladen ; Merkaš, Zvonko ; Silović, Tena

Izvornik
International Journal of Economics and Management Systems (2367-8925) 2 (2017); 302-308

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
big data, marketing, privacy, personal data protection

Sažetak
Today, data growth is faster than ever. These huge, digital, data are also different in form, source, and appearance. Traditional IT technology for collecting and processing such data is no longer sufficient. The problem solution is offered in Big Data technology. The use of Big Data is commonly accepted in many business and public areas. In this paper are given the basic characteristics and features of the Big Data and applications of the Big Data in business. A special emphasis is given to the application of the Big Data in marketing with an overview of the fundamental challenges that Big Data technology brings to marketing activities. The paper gives recommendations on how to respond to these challenges.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA