managing marketing processes
DESCRIPTION
My presentation for Dr. Robin Teigland's masters course in Marketing at the Stockholm School of Economics.TRANSCRIPT
Big data and its possibilities
for Marketing Research
Zeynep Yetis-LarssonStockholm School of Economics
September, 2013
A Big Bang in the Information Universe
Source: IDC/EMC
2.7bndaily comments and ”likes” on Facebook
500Mdaily posts on Twitter and Weibo combined
200kvideos uploaded to YouTube daily
Computers are getting smarter
Big Data is big money
From social media to consumer insight
Nov 2009 to Jan 2013
Bitcoin Study
Semantic network analysis• Bitcoin Forum (English)
• 1.15 mln posts by 21,903 people• 85% all posts / 89% all people
Forum Topics over Time
TechnicalExchanges
Legal
Reflections• The information is out there, the challenge is to extract
value• The results are not representative of the broader population• Explorative – great way of generating insights and finding
new patterns• Possible to switch between levels – macro and micro• Not restricted to a certain field period – possible to track
back in time• Offers deep understanding of phenomena• Complements rather than substitutes other methods• Unobtrusive, but potential privacy issues• Cultural and contextual understanding is necessary
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Please fell free to contact me for questions & comments!
Zeynep [email protected]
https://twitter.com/zyetishttp://se.linkedin.com/in/zeynepyetislarsson
http://www.slideshare.net/ZeynepYetis/