<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</abstract>

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.

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

Chair of Electronic Commerce, Faculty of Business and Economics, Goethe-University, Frankfurt am Main,

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Data, Data and Even More Data: Harvesting Insights From the Data Jungle"}

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...

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

Published Online: Oct 28, 2016

Page range: 10 - 17

DOI: https://doi.org/10.1515/gfkmir-2016-0010

Keywords
Data Science, Big Data, Analytics, Growth Hacking, Online Advertising

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Data, Data and Even More Data: Harvesting Insights From the Data Jungle

Published Online: Oct 28, 2016

Page range: 10 - 17

DOI: https://doi.org/10.1515/gfkmir-2016-0010

KeywordsData Science, Big Data, Analytics, Growth Hacking, Online Advertising

© 2016

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Data Science, Big Data, Analytics, Growth Hacking, Online Advertising