出版社：Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba
摘要：En la actualidad, los conceptos de Business Analytics y Big Data van cobrando fuerza e interés entre todas las áreas de la sociedad; las empresas y también en la academia, específicamente en el marketing. Según IBM, cerca del 90% de toda la información mundial (global data) ha sido creada en los pasados dos años (2012-2013), actualmente se demandan profesionales que entiendan y puedan llegar a procesar toda la información generada, brindando una ventaja competitiva a sus organizaciones. El Chief Marketing Officer (CMO) se convierte en Chief Digital Officer (CDO), un "gurú" de la información que se dedica a recolectar información de la empresa y del entorno (información tradicional y no tradicional), intenta estructurar esa información con distintos métodos. Posteriormente analiza mediante Business Analytics o Business Experiments que permitan a sus empresas y organizaciones innovar mediante los marketing insights y el rendimiento empresarial (business performance). El objetivo que persigue la presente investigación es la de explorar el contexto del Big-Data y esbozar una aproximada definición de lo que sería Big-Data Marketing. De esta manera el concepto de Big-Data Marketing se convierte en una herramienta que permite involucrar a la estrategia empresarial y de marketing a nuestros clientes y consumidores. Pudiendo llegar a tener un perfil de nuestros clientes y consumidores de la manera más detallada y precisa posible, permitiendo generar valor, como fin único del Marketing.
其他摘要：Nowadays, the concepts of Business Analytics and Big Data are gaining a lot of interest in all spheres of society; in enterprises and academy as well, specifically in the area of marketing. In a report of IBM, nearly 90% of global information (global data) has been created in the past two years (2012-2013). At present, professionals that can understand and can achieve a successful processing of all the information that is created are recruited by agencies all over the world, giving their organizations a unique competitive advantage. The Chief Marketing Officer (CMO) converts himself in the Chief Digital Officer (CDO), a "guru" of information that dedicates to collect information of his organization and information of the environment (traditional and non-traditional information), tries to structure the collected information with diverse methods. Subsequently analyzes with Business Analytics or Business Experiments, this allows the enterprises and organizations to innovate through marketing insights and business performance. The main objective that is pursued in the present investigation is the one of exploring the context of Big-Data and to draw an approximately definition of what Big-Data Marketing would be. By this way, the concept of de Big-Data Marketing converts itself in a useful tool that permits to involucrate organizational strategy and marketing strategy with our customer and clients. At last, with Big-Data Marketing it would be possible to arrive to a complete, detailed, and precise profile of our customers and clients. Generating value, as the main objective pursued by Marketing.
关键词：Analytics;Business Analytics;Big Data;Big Data Marketing
其他关键词：Analytics;Business Analytics;Big Data;Big Data Marketing
