What do big data corporate projects look like

9. Big Data Marketing Opportunities and Business Challenges

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2014 | OriginalPaper | Book chapter

Summary

“Big Data” has been one of the hype topics in Germany since the middle of 2012 and is a multifaceted discussion. On the one hand, the various areas of application are discussed - from use in the health sector, to use in the security sector and in public administration, to use in marketing. On the other hand, there is a discussion about the technical side of big data.
In 2011, the consulting firm Gartner included Big Data for the first time in its “Emerging Technologies” hype cycle. According to the current hype cycle, Big Data is at the end of the first of five phases, the “Technology Trigger” phase, and is approaching the second phase, the “Peak of Inflated Expectations”. Gartner estimates that big data will have reached the productivity plateau in two to five years.
While there is great interest in the topic on the corporate side, most companies do not know how and for what specifically they could use big data. One of the hurdles in the market is the lack of application examples.

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About this chapter
title
Big data marketing opportunities and challenges for companies
book
Digital dialogue marketing

Print ISBN: 978-3-658-02540-3

Electronic ISBN: 978-3-658-02541-0

Copyright Year: 2014

https://doi.org/10.1007/978-3-658-02541-0

DOI
https://doi.org/10.1007/978-3-658-02541-0_9
Authors:
Pascal Rossa
Prof. Dr. Heinrich Holland