Mining and analyzing the valuable knowledge hidden behind the amount of data available in social media is becoming a fundamental prerequisite for any effective and successful strategic marketing campaign. Anyway, to the best of our knowledge, a systematic analysis and review of the very recent literature according to a marketing framework is still missing. In this work, we intend to provide, first and foremost, a clear understanding of the main concepts and issues regarding social big data, as well as their features and technologies. Secondly, we focus on marketing, describing an operative methodology to get useful insights from social big data. Then, we carry out a brief but accurate classification of recent use cases from the literature, according to the decision support and the competitive advantages obtained by enterprises whenever they exploit the analytics available from social big data sources. Finally, we outline some open issues and suggestions in order to encourage further research in the field.

A glimpse on big data analytics in the framework of marketing strategies

DUCANGE, PIETRO;
2018-01-01

Abstract

Mining and analyzing the valuable knowledge hidden behind the amount of data available in social media is becoming a fundamental prerequisite for any effective and successful strategic marketing campaign. Anyway, to the best of our knowledge, a systematic analysis and review of the very recent literature according to a marketing framework is still missing. In this work, we intend to provide, first and foremost, a clear understanding of the main concepts and issues regarding social big data, as well as their features and technologies. Secondly, we focus on marketing, describing an operative methodology to get useful insights from social big data. Then, we carry out a brief but accurate classification of recent use cases from the literature, according to the decision support and the competitive advantages obtained by enterprises whenever they exploit the analytics available from social big data sources. Finally, we outline some open issues and suggestions in order to encourage further research in the field.
2018
Ducange, Pietro; Pecori, Riccardo; Mezzina, Paolo
File in questo prodotto:
File Dimensione Formato  
J9.pdf

solo utenti autorizzati

Tipologia: Versione finale editoriale
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 1.24 MB
Formato Adobe PDF
1.24 MB Adobe PDF   Visualizza/Apri   Richiedi una copia
postPrintSOCOBigData.pdf

accesso aperto

Tipologia: Documento in Post-print
Licenza: Tutti i diritti riservati (All rights reserved)
Dimensione 733.23 kB
Formato Adobe PDF
733.23 kB Adobe PDF Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11568/988867
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 78
  • ???jsp.display-item.citation.isi??? 53
social impact