Consider the promises and threats of big data for organisations and individuals, such as the capacity of data to track a customer along the pathway to purchase; and the issues of democracy and privacy that arise when data is collected and used.
What will you learn?
- Define big data and outline ways in which it is remapping the future of marketing:
- Define the measurement units of big data
- Recognise different types of data
- Provide examples of where big data is created
- Identify the basic attributes of big data:
- Categorise data according to its level of refinement
- Provide examples of data analytics that achieve refinement
- Outline positive and negative social impacts of data proliferation
- Outline business challenges and opportunities in managing and using big data:
- Distinguish between brand-centric and customer-centric uses of data
- Identify the key stakeholders within organisations in data management
- Provide examples of targeted data acquisition for marketing benefit
- Outline ways in which effective marketing can exploit big data
- Define media attribution and outline its importance to marketing strategy
- List some common tools in the marketing toolkit, and outline their purposes
- Provide examples of marketing strategies that can capture trackable data in order to improve the quality of attribution.