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Big Data and Data Driven Marketing in Brazil

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Big Data and Data Driven Marketing in Brazil

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dc.contributor.author Finger, Vítor es_ES
dc.contributor.author Reichelt, Valesca es_ES
dc.contributor.author Capelli, João es_ES
dc.coverage.spatial east=-51.92527999999999; north=-14.235004; name= Brasil es_ES
dc.date.accessioned 2018-11-07T08:10:28Z
dc.date.available 2018-11-07T08:10:28Z
dc.date.issued 2018-09-07
dc.identifier.isbn 9788490486894
dc.identifier.uri http://hdl.handle.net/10251/112043
dc.description.abstract [EN] The main purpose of this article is the understanding of which marketing strategies related to big data are being implemented by Brazilian companies in different sectors, in addition to assessing these actions within an already established construct. To reach the proposed objectives, an exploratory, qualitative research was conducted using the multiple case study method. Thus, data were collected through bibliographical, documentary and semi-structured interviews, with the intent of formulating the construct by which the companies are studied. The study unit interviewed consisted of market professionals and big data specialists. As the main result, it was widely noticed the application of strategies related to big data by the companies surveyed. The classification of these actions within an already established construct, however, was not possible, since it was understood the existence of distinct stages of adoption for this technology, and it was not possible to label these companies as users of big data. es_ES
dc.format.extent 8 es_ES
dc.language Inglés es_ES
dc.publisher Editorial Universitat Politècnica de València es_ES
dc.relation.ispartof 2nd International Conference on Advanced Reserach Methods and Analytics (CARMA 2018) es_ES
dc.rights Reconocimiento - No comercial - Sin obra derivada (by-nc-nd) es_ES
dc.subject Web data es_ES
dc.subject Internet data es_ES
dc.subject Big data es_ES
dc.subject QCA es_ES
dc.subject PLS es_ES
dc.subject SEM es_ES
dc.subject Conference es_ES
dc.subject Digital marketing es_ES
dc.subject Data-driven marketing es_ES
dc.title Big Data and Data Driven Marketing in Brazil es_ES
dc.type Capítulo de libro es_ES
dc.type Comunicación en congreso es_ES
dc.identifier.doi 10.4995/CARMA2018.2018.8314
dc.rights.accessRights Abierto es_ES
dc.description.bibliographicCitation Finger, V.; Reichelt, V.; Capelli, J. (2018). Big Data and Data Driven Marketing in Brazil. En 2nd International Conference on Advanced Reserach Methods and Analytics (CARMA 2018). Editorial Universitat Politècnica de València. 71-78. https://doi.org/10.4995/CARMA2018.2018.8314 es_ES
dc.description.accrualMethod OCS es_ES
dc.relation.conferencename CARMA 2018 - 2nd International Conference on Advanced Research Methods and Analytics es_ES
dc.relation.conferencedate Julio 12-13,2018 es_ES
dc.relation.conferenceplace Valencia, Spain es_ES
dc.relation.publisherversion http://ocs.editorial.upv.es/index.php/CARMA/CARMA2018/paper/view/8314 es_ES
dc.description.upvformatpinicio 71 es_ES
dc.description.upvformatpfin 78 es_ES
dc.type.version info:eu-repo/semantics/publishedVersion es_ES
dc.relation.pasarela OCS\8314 es_ES


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