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Big Data. Möglichkeiten und Grenzen des Data Mining im Dialogmarketing

Big Data. Möglichkeiten und Grenzen des Data Mining im Dialogmarketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Allgemeines, Note: 2,5, Duale Hochschule Baden-Württemberg, Stuttgart, früher: Berufsakademie Stuttgart, Sprache: Deutsch, Abstract: Ziel dieser Bachelorarbeit ist es aufzuzeigen, welche Möglichkeiten und Grenzen das Data Mining im Dialogmarketing hat. Hierbei wird der Begriff Big Data aufgegriffen, der in der Fachdiskussion inflationär verwendet wird. Viele kritisieren, dass den weitreichenden Möglichkeiten des Big Data nur eine geringe praktische Relevanz gegenübersteht. Dieses Spannungsfeld soll diese Arbeit empirisch beleuchten und besonders Aspekte des Data Minings sollen dabei betrachtet werden. Durch Experteninterviews und eine Online Survey sollen die Ergebnisse empirisch erhoben und ausgewertet werden. Zu Beginn der vorliegenden Arbeit werden in Kapitel 2 allgemeine begriffliche Grundlagen zu den Themen Big Data, Data Mining und Dialogmarketing erläutert. Die Einordnungen der Begriffe Data Mining und Big Data in das Dialogmarketing sollen ebenfalls dargestellt werden. Außerdem werden der Prozess im Data Mining, die Aufgaben und Verfahren hier aufgegriffen und detailliert dargestellt. Die Entwicklung des Trends "Big Data" wird des Weiteren im zweiten Kapitel veranschaulicht. Das darauffolgende dritte Kapitel dieser vorliegenden Arbeit setzt sich mit der praktischen Umsetzung, einer empirischen Forschung auseinander. Hierfür werden Experteninterviews durchgeführt und ein Fragebogen erstellt und dieser ausgewertet. Die Ergebnisse der Befragung werden ebenfalls in diesem Kapitel gesammelt und festgehalten. In Kapitel 4 folgt dann der Kern dieser Arbeit. Die Möglichkeiten und Grenzen, welche das Data Mining mit Sicht und Einordnung auf das Dialogmarketing mit sich bringen, werden herausgearbeitet und beleuchtet. Im letzten Kapitel werden die Erkenntnisse und Ergebnisse der empirischen Forschung nochmals aufgegriffen, zusammengefasst und ein Ausblick wird gegeben.


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Product Details
  • ISBN-13: 9783656861645
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 141 gr
  • ISBN-10: 3656861641
  • Publisher Date: 07 Jan 2015
  • Height: 210 mm
  • No of Pages: 100
  • Spine Width: 6 mm
  • Width: 148 mm


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