Wie Big Data das Marketing verändert

Wie wissenschaftliche Methoden das Marketing verändern

Marketing science

Marketing bedeutete schon immer auch Datenanalyse. Heutzutage ist durch den Trend Big Data ein mehr wissenschaftliches Vorgehen erforderlich.

Marketing has always involved understanding and analyzing data. Today, marketing professionals are beginning to apply scientific rigor to their analysis – from collecting and architecting data through to prescribing best courses of action.


As the terabytes grow, progressive marketers are turning to science. They’re using systematic observation, testing and measurement to study broad behavioral patterns, drill down from the aggregate to the individual and produce new insights that improve business outcomes. Doing this effectively means mastering three capabilities – architecting data, applying science and influencing action.

Quelle: IBM

Die Studie „Marketing science: From descriptive to prescriptive“ kann hier direkt heruntergeladen werden.


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