24108 Lecture Notes - Lecture 11: Unstructured Data, Big Data, List Of Statistical Packages
Document Summary
Understand the data analytic techniques used in marketing. Discuss some or the issues facing data analytics in marketing. This t(cid:455)pe of data is k(cid:374)o(cid:449)(cid:374) as (cid:858)dark data(cid:859): data can either be structured or unstructured: Data is structured if it comes from a relational format in tables that are composed or rows and columns. Unstructured data is not organised in any matter. Data-driven results: a data-driven results enable businesses to make the educated, actionable and profitable decisions that take them to a new level but there can be problems as well: Consumers less enthusiastic about using data to their advantage. Using analytics requires change, which might be challenging for marketers. Over reliance on data can also be an issue. Computing resources: computing resources can be a major issue when using analytics in marketing, particularly given that big data can overwhelm the capacities of a standard desktop computer, there are 2 issues related to computing resources:
