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

Author

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  • Skiera Bernd

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

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.

Suggested Citation

  • Skiera Bernd, 2016. "Data, Data and Even More Data: Harvesting Insights From the Data Jungle," GfK Marketing Intelligence Review, Sciendo, vol. 8(2), pages 10-17, November.
    • Handle: RePEc:vrs:gfkmir:v:8:y:2016:i:2:p:10-17:n:1
    DOI: 10.1515/gfkmir-2016-0010
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    Cited by:

    1. Dawn Iacobucci & Maria Petrescu & Anjala Krishen & Michael Bendixen, 2019. "The state of marketing analytics in research and practice," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 152-181, September.
    2. Nordin, Fredrik & Ravald, Annika, 2023. "The making of marketing decisions in modern marketing environments," Journal of Business Research, Elsevier, vol. 162(C).

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