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Kundendaten revolutionieren die Wirtschaft

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  • Kiewert, Torsten
  • Biallas, Stephan

Abstract

Die Ära der Intuition im Marketing ist vorbei. An die Stelle des Bauchgefühls tritt in der Ära von Big Data faktenbasiertes Wissen als Ergebnis intensiver Datenanalysen. Das bedarf neben ausgefeilter AnalyseMethoden und -Werkzeuge insbesondere der richtigen Fragestellungen an die Daten sowie kompetenter Interpretation der Ergebnisse.

Suggested Citation

  • Kiewert, Torsten & Biallas, Stephan, 2016. "Kundendaten revolutionieren die Wirtschaft," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 12-17.
    • Handle: RePEc:zbw:hsgmrs:275841
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