기업의 빅데이터 활용에 관한 실증연구: A 쇼핑사의 빅데이터기반 통합로그 시스템 사례

Abstract

Big data has been recently recognized as a strategic tool to enhance firms’ competitiveness and one of the growth engines that create new knowledge industries. Accordingly, domestic and global market of big data is expected to grow in a rapid pace. Firms are also trying to figure out how to effectively use big data for their market competence. Despite the positive market expectations and firms’ growing interest, there has been a paucity of empirical studies on the use of big data in corporate environment. To bridge such gap, this study conducts a case study regarding an integrated customer log system at a Korean home shopping firm. For the case, the study explores the business backgrounds of introducing the system, its technical features, implementation procedure, benefits and practical implications. Our study contributes to IS research by expanding existing literature to empirical analysis for the corporate use of big data and can be used as a reference to understand the direction of implementing and utilizing big data system for strategic purposes.

Big data has been recently recognized as a strategic tool to enhance firms’ competitiveness and one of the growth engines that create new knowledge industries. Accordingly, domestic and global market of big data is expected to grow in a rapid pace. Firms are also trying to figure out how to effectively use big data for their market competence. Despite the positive market expectations and firms’ growing interest, there has been a paucity of empirical studies on the use of big data in corporate environment. To bridge such gap, this study conducts a case study regarding an integrated customer log system at a Korean home shopping firm. For the case, the study explores the business backgrounds of introducing the system, its technical features, implementation procedure, benefits and practical implications. Our study contributes to IS research by expanding existing literature to empirical analysis for the corporate use of big data and can be used as a reference to understand the direction of implementing and utilizing big data system for strategic purposes.