Strategic Role of Data Analytics in Commercial Marketing

数据分析在商业营销中的战略作用

• 批准号: 1941555
• 金额: --
• 依托单位: University of Sheffield
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2017
• 资助国家: 英国
• 起止时间: 2017 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-1941555
• 关键词: Strategic; Role; Data; Analytics; Commercial

Commercial organisations now have unprecedented amounts of data on consumer behaviour, market dynamics, buying patterns, and consumer characteristics. The challenge is how to draw meaningful information and insights from this data to inform strategic decisions about product development and marketing. This project offers an outstanding opportunity to work with Linney, a world-class, multi-channel marketing services group, to research the potential and limitations of data analytics in an applied marketing context. Drawing on the literature, marketing theory and cutting-edge data analytical methods you will work with Linney and some of their leading clients, many of which are household names, to explore the strategic role of data analytics in commercial marketing.

商业机构现在拥有关于消费者行为、市场动态、购买模式和消费者特征的前所未有的海量数据。挑战在于如何从这些数据中提取有意义的信息和见解，为有关产品开发和营销的战略决策提供依据。这个项目提供了一个与Linney合作的绝佳机会，Linney是一家世界级的多渠道营销服务集团，可以研究数据分析在应用营销环境中的潜力和局限性。借助文献、营销理论和尖端数据分析方法，您将与Linney和他们的一些主要客户(其中许多是家喻户晓的客户)合作，探索数据分析在商业营销中的战略作用。