| dc.description.abstract | Big data analysis has become a famous doctrine in marketing in recent years. Every enterprise that has huge database in the past puts in lots of efforts to study big data analysis. However, most teaching classes of big data analysis in the market nowadays are related to software techniques and lack of application in marketing agenda and tools in statistic analysis. Therefore, deconstructing the mystery of big data and seeing through the consumers’ behavior will be crucial to business’ revenue in the future.
What’s the relationship between big data and marketing? Experienced marketing representatives know that in order to find out the key customers and marketing needs, they have to search in the huge database and try to figure out the meaning behind all kinds of numbers. Now with the big data tool, the difficulty in the past is no longer exists. It is critical to speculate how to affect customers’ behavior based on the analyzed results and transform the speculation into the solid business plan and implement it. From the perspective of business strategy, study big data according to the operation policy belongs to managing work; turning analyzed results into practical activity also belongs to managing work. Manages have to determine how to analyze data and have the ability to change strategy according to the analyzed data.
This research will cooperate with a telecommunication company and apply its database. Through analyzed data from different information, the goal of this research is to find out the potential audio and video service
This research will cooperate with the telecom company and apply its database to find out potential customers using audio and video (AV) service through data analysis. We want to make sales in this telecom company to understand its customers’ habits clearly through this research. Furthermore, we hope to increase revenue and service using percentage by finding out what customers really needs.
It’s not easy for the case study to achieve its accomplishment. However, due to the constantly changing of markets and keen competition between industries, it’s worth to probe into how to keep competition advantages continuously and deliberate the strategy of sustainable development. According to the big data subject of applying big data in telecom industry in Dcplus website, this research has some suggestions for the case study : (1) network management and optimization, including optimization of infrastructure and network management (2) market and precision marketing, including customer image, study of customer relationship, precision marketing, real time marketing, personalized recommender (3) management of customer relationship, including optimization of customer service and management of customer life-cycle (4) management of business, including sales monitoring and analysis of business (5) data commercialization, commercializing the data and profiting solely.
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