Big and lean is beautiful: a conceptual framework for data-based learning in marketing management

Name: Big and lean is beautiful: a conceptual framework for data-based learning in marketing management
Author: Soyer, E., Pauwels, K., Seggie, Steven Head

İsim	Big and lean is beautiful: a conceptual framework for data-based learning in marketing management
Yazar	Soyer, E., Pauwels, K., Seggie, Steven Head
Basım Tarihi:	2019-09-19
Basım Yeri	- Emerald Publishing Limited
Konu	Decision-making, Marketing analytics, Lean start-up, Managerial learning, Innovation, Big data
Tür	Kitap
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	978-1-78756-340-7
Kayıt Numarası	3da86f07-1f10-4fea-9760-2f53d5365787
Lokasyon	Entrepreneurship
Tarih	2019-09-19
Örnek Metin	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

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Big and lean is beautiful: a conceptual framework for data-based learning in marketing management

Yazar Soyer, E., Pauwels, K., Seggie, Steven Head

Basım Tarihi 2019-09-19

Basım Yeri - Emerald Publishing Limited

Konu Decision-making, Marketing analytics, Lean start-up, Managerial learning, Innovation, Big data

Tür Kitap

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 978-1-78756-340-7

Kayıt Numarası 3da86f07-1f10-4fea-9760-2f53d5365787

Lokasyon Entrepreneurship

Tarih 2019-09-19

Örnek Metin 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