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Herausforderungen von Big Data in Marketing und Verkauf

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  • Belz, Christian
  • Wortmann, Christoph

Abstract

Verheissungsvoll scheint das Stichwort Big Data. An zweiter Stelle der Liste von Top-Themen vom renommierten Marketing Science Institute für 2014–2016 steht: "Developing Marketing Analytics for a Data-Rich Environment" (MSI 2014). Die wichtigsten 5 Themen für 2016–2018 sind alle mit Digitalisierung und Big Data durchsetzt (MSI 2016). Die Hoffnung ist bekannt: Wir verfügen über zahlreiche Informationen des Kunden aus Customer-Relationship-Management (CRM), externen Datenbanken und seinen Bewegungen und Äusserungen im Internet. Flankiert werden sie durch maschinengenerierte Daten mittels Sensoren, auch im Zusammenhang mit den Trends zum Internet der Dinge (z.B. Fleisch/Weinberger 2014). Aus dieser Fülle von Daten gelingt es mit geeigneten Programmen und Algorithmen sowie leistungsfähiger Informatik, die relevanten Muster und Hebel zu bestimmen, um Kunden wirksamer zu gewinnen, zu halten und die Zusammen-arbeit zu erweitern. Damit lassen sich – so zumindest die weitverbreitete Meinung – die Entscheide in Marketing und Vertrieb weit besser fällen als bisher.

Suggested Citation

  • Belz, Christian & Wortmann, Christoph, 2017. "Herausforderungen von Big Data in Marketing und Verkauf," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(2), pages 94-100.
    • Handle: RePEc:zbw:hsgmrs:275907
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    1. Melcher, Roman & Wortmann, Christoph, 2016. "Jedem Produkt eine Chance geben," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 33(2), pages 6-10.
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