마케팅 관점으로 본 빅 데이터 분석 사례연구 :

• 영문명: Big Data Analytics Case Study from the Marketing Perspective :
• 발행기관: 한국IT서비스학회
• 저자명: 박성수(Sung Soo Park) 이건창(Kun Chang Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제17권 제2호, 207~218쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

Recently, it becomes a big trend in the banking industry to apply a big data analytics technique to extract essential knowledge from their customer database. Such a trend is based on the capability to analyze the big data with powerful analytics software and recognize the value of big data analysis results. However, there exits still a need for more systematic theory and mechanism about how to adopt a big data analytics approach in the banking industry. Especially, there is no study proposing a practical case study in which big data analytics is successfully accomplished from the marketing perspective. Therefore, this study aims to analyze a target marketing case in the banking industry from the view of big data analytics. Target database is a big data in which about 3.5 million customers and their transaction records have been stored for 3 years. Practical implications are derived from the marketing perspective. We address detailed processes and related field test results. It proved critical for the big data analysts to consider a sense of Veracity and Value, in addition to traditional Big Data s 3V (Volume, Velocity, and Variety), so that more significant business meanings may be extracted from the big data results.

목차

1. 서 론

2. 이론적 배경

3. 사례 연구

4. 연구 결과

References

About the Authors

키워드

Big Data 5V Big Data Analytics Banking Industry Target Marketing