Author
Soyer, E., Pauwels, K., Seggie, Steven Head
Publication Date
2019-09-19
Publication Place
-
Emerald Publishing Limited
Subject
Decision-making, Marketing analytics, Lean start-up, Managerial learning, Innovation, Big data
Type
Book
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
978-1-78756-340-7
Record ID
3da86f07-1f10-4fea-9760-2f53d5365787
Library Location
Entrepreneurship
Date
2019-09-19
Sample Text
While Big Data offer marketing managers information that is high in volume, variety, velocity, and veracity (the 4Vs), these features wouldn't necessarily improve their decision-making. Managers would still be vulnerable to confirmation bias, control illusions, communication problems, and confidence issues (the 4Cs). The authors argue that traditional remedies for such biases don't go far enough and propose a lean start-up approach to data-based learning in marketing management. Specifically, they focus on the marketing analytics component of Big Data and how adaptations of the lean start-up methodology can be used in some combination with such analytics to help marketing managers improve their decision-making and innovation process. Beyond the often discussed technical obstacles and operational costs associated with handling Big Data, this chapter contributes by analyzing the various learning and decision-making problems that can emerge once the 4Vs of Big Data have materialized.
Editör
Rindfleisch, A., Malter, A. J.
Cilt
16
