마케팅 관점으로 본 빅 데이터 분석 사례연구 : 은행업을 중심으로
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 박성수[박성수] | - |
dc.contributor.author | 이건창[이건창] | - |
dc.date.accessioned | 2021-07-29T19:26:16Z | - |
dc.date.available | 2021-07-29T19:26:16Z | - |
dc.date.created | 2020-07-15 | - |
dc.date.issued | 2018 | - |
dc.identifier.issn | 1975-4256 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/22523 | - |
dc.description.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. | - |
dc.language | 한국어 | - |
dc.language.iso | ko | - |
dc.publisher | 한국IT서비스학회 | - |
dc.title | 마케팅 관점으로 본 빅 데이터 분석 사례연구 : 은행업을 중심으로 | - |
dc.title.alternative | Big Data Analytics Case Study from the Marketing Perspective :Emphasis on Banking Industry | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 박성수[박성수] | - |
dc.contributor.affiliatedAuthor | 이건창[이건창] | - |
dc.identifier.doi | 10.9716/KITS.2018.17.2.207 | - |
dc.identifier.bibliographicCitation | 한국IT서비스학회지, v.17, no.2, pp.207 - 218 | - |
dc.relation.isPartOf | 한국IT서비스학회지 | - |
dc.citation.title | 한국IT서비스학회지 | - |
dc.citation.volume | 17 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 207 | - |
dc.citation.endPage | 218 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002362476 | - |
dc.description.journalClass | 2 | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Big Data | - |
dc.subject.keywordAuthor | 5V | - |
dc.subject.keywordAuthor | Big Data Analytics | - |
dc.subject.keywordAuthor | Banking Industry | - |
dc.subject.keywordAuthor | Target Marketing | - |
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