마케팅 관점으로 본 빅 데이터 분석 사례연구 : 은행업을 중심으로Big Data Analytics Case Study from the Marketing Perspective :Emphasis on Banking Industry
- Other Titles
- Big Data Analytics Case Study from the Marketing Perspective :Emphasis on Banking Industry
- Authors
- 박성수[박성수]; 이건창[이건창]
- Issue Date
- 2018
- Publisher
- 한국IT서비스학회
- Keywords
- Big Data; 5V; Big Data Analytics; Banking Industry; Target Marketing
- Citation
- 한국IT서비스학회지, v.17, no.2, pp.207 - 218
- Indexed
- KCI
- Journal Title
- 한국IT서비스학회지
- Volume
- 17
- Number
- 2
- Start Page
- 207
- End Page
- 218
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/22523
- DOI
- 10.9716/KITS.2018.17.2.207
- ISSN
- 1975-4256
- Abstract
- Recently, it becomes a big trend in the banking industry to apply a big data analytics technique to extract essential knowledge from their customer database. Such a trend is based on the capability to analyze the big data with powerful analytics software and recognize the value of big data analysis results. However, there exits still a need for more systematic theory and mechanism about how to adopt a big data analytics approach in the banking industry. Especially, there is no study proposing a practical case study in which big data analytics is successfully accomplished from the marketing perspective. Therefore, this study aims to analyze a target marketing case in the banking industry from the view of big data analytics. Target database is a big data in which about 3.5 million customers and their transaction records have been stored for 3 years. Practical implications are derived from the marketing perspective. We address detailed processes and related field test results. It proved critical for the big data analysts to consider a sense of Veracity and Value, in addition to traditional Big Data's 3V (Volume, Velocity, and Variety), so that more significant business meanings may be extracted from the big data results.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Business > Global Business Administration > 1. Journal Articles
- Business > Department of Business Administration > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.