BIG DATA AS A TOOL FOR TUNNEL MARKETING
Abstract
Purpose – is to describe the relationship between Big Data and personalized marketing. This work’s object is to clarify how Big Data can become a point of new visions on marketing activities designed to customers and potential consumers.
Methodology – Quantitative research is applied for this study to collect the amount of companies that has already used Big Data tools and their ability to create content that is most applicable by customers. Nonrandom sampling method is used in this study due to limit in time resources and money resources. In order to gather data about customers behavior toward advertisements through digital and non- digital tools and their purchase intention arising from these advertisements, random sampling method was applied.
Originality/Value – Given research can be helpful to explain how Big Data can strengthen the effectiveness marketing activities of companies. Usage of Big Data can lead to get deeper knowledge about consumers of companies that will make these companies closer to their consumers. This research is also showing how marketing costs are reduced by using Big Data as a marketing tool that will help to avoid wastes. Big Data must be learned as a potential for marketers to increase the effectiveness of their activities with efficient inputs. It is important to understand how this software is able to solve any particular problems that marketing people face in the real business conditions.
Findings – Implementing Big Data as a marketing tool can helpfully strengthen marketing activities by collecting and absorbing information about clients and create personalized content. This content will have an effect on capacity of customers that company has and it depends on how the information collected and analyzed by Big Data will be directed and used. From provided (ANOVA) test of H3 we can see that the difference in the number of customers present according to presence of Big Data as a tool in operations. Which showed that companies will have more clients when Big Data is applied. In the case of test of H4 (table 10), the direction from attention to purchase intention is constructed. The significant difference exists in all concepts which have been applied as components on the way to purchase intention of customers.
About the Authors
R. Akmedov
Suleyman Demirel University
Kazakhstan
Kazakhstan
PhD assistant professor
Kaskelen
A. A. Dzhengisheva
Suleyman Demirel University
Kazakhstan
Kazakhstan
Kaskelen
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Review
For citations:
Akmedov R., Dzhengisheva A.A. BIG DATA AS A TOOL FOR TUNNEL MARKETING. Central Asian Economic Review. 2018;(3):37-51.
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