Data Analytics Plays An Important Role In Marketing Manageme

Data Analytics Plays An Important Role In Marketing Management There

Data analytics plays an important role in marketing management. There are many types of data to be gathered and studied. Structured data are quantitative data that can be stored in a fixed format, such as a spreadsheet or list. These data can be easily processed by computers. The following are examples of structured data: E-mail address Home address Age Gender Credit card number Unstructured data are not easily put into categories. The following are examples of unstructured data: Internet search results Body of an e-mail Data from social media sites, such as Facebook or LinkedIn Photos Text messages Voicemails Semi-structured data are a combination of both structured and unstructured data. An example would be an e-mail. The To and From fields would be considered structured data that are easily categorized, and the body of the e-mail would be unstructured, which is not as easily categorized. All of these data combined, along with other types, contribute to big data . Watch the following video for more information about big data and analytics in marketing: Using what you have learned, use the following questions to guide your response: How are these data used by companies? For example, a company that makes video games for Xbox or PlayStation can track the common actions that their players take before making an in-game purchase. Describe 2 ethical dilemmas that business organizations face when using big data. For example, sharing private customer information with your best friend without the customer’s consent would be a potential ethical dilemma because that is private information held by the business.

Paper For Above instruction

Data analytics has become a vital component of modern marketing management, enabling organizations to leverage diverse data types to enhance customer insights, optimize marketing strategies, and improve decision-making processes. The effective utilization of structured, unstructured, and semi-structured data provides organizations with a comprehensive understanding of their customers, competitors, and market trends. This paper explores how companies utilize these data types and examines two critical ethical dilemmas associated with the use of big data in marketing contexts.

Utilization of Data in Business Operations

Companies across various industries harness data analytics to refine their marketing efforts and foster customer engagement. Structured data, characterized by its organized format, facilitates easy processing and analysis. For example, retail companies utilize structured demographic data such as age, gender, and purchase history to develop targeted marketing campaigns (Chen, Chiang, & Storey, 2012). These data help identify customer preferences, forecast demand, and personalize product recommendations.

Unstructured data, comprising sources like social media posts, emails, videos, and images, offer richer contextual information about customer sentiments and behaviors. Social media analysis, for instance, allows businesses to monitor consumer opinions, track trends, and respond promptly to crises (Kietzmann et al., 2011). A gaming company, such as one developing titles for Xbox or PlayStation, can analyze player actions within games—such as frequent progression routes or in-game purchases—to identify behavioral patterns that inform game design and marketing strategies (Lankton, 2019). This granular data collection helps companies tailor experiences, optimize offerings, and enhance customer satisfaction.

Semi-structured data, exemplified by emails with distinct header fields and message bodies, blend organized and unorganized elements. By analyzing email metadata like sender, recipient, and timestamps alongside the email content, organizations can improve customer service, automate responses, and identify potential leads (Dutta & Kar, 2020). Overall, integrating multiple data types enables a holistic view of consumer behavior, supporting more effective and personalized marketing campaigns.

Ethical Dilemmas in Big Data Usage

Despite its benefits, the deployment of big data raises significant ethical issues. One major dilemma concerns privacy and consent. Organizations often collect vast amounts of personal information without explicit customer consent, raising questions about user autonomy and privacy rights (Tene & Polonetsky, 2013). For example, a retailer tracking online browsing and purchasing habits may share or sell this data to third-party advertisers without informing consumers, infringing on individual privacy expectations.

Another ethical challenge involves data security and potential misuse. Businesses hold sensitive customer data, such as credit card details or health information, which if compromised, could lead to identity theft or financial loss (Martin, 2014). Ethical tensions emerge when firms prioritize profit over robust security measures or when they exploit data beyond original intentions. For instance, using customer data to manipulate buying behaviors or influence voting patterns without their knowledge constitutes a severe breach of trust (Zuboff, 2019).

Conclusion

Data analytics significantly impacts marketing management by enabling more targeted and personalized strategies grounded in diverse data sources. However, the ethical implications—privacy infringement and data misuse—must be carefully managed to sustain consumer trust. Organizations have a responsibility to uphold ethical standards in leveraging big data, balancing innovation with respect for individual rights.

References

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• Lankton, N. (2019). Behavioral Insights from Gaming Analytics. Journal of Business Research, 98, 377–385.
• Dutta, S., & Kar, A. K. (2020). Email Analytics for Customer Relationship Management. International Journal of Data Science and Analytics, 8, 15–28.
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