Open AccessEl papel del Big Data en la estrategia comunicativa de las marcas. Valoración y casos de éxito
Author(s) -
Emma Torres Romay,
Silvia García Mirón
Publication year - 2020
Publication title -
prisma.com
Language(s) - English
Resource type - Journals
eISSN - 1647-9289
pISSN - 1646-3153
DOI - 10.21747/16463153/44a5
Subject(s) - context (archaeology) , big data , object (grammar) , resource (disambiguation) , field (mathematics) , humanities , computer science , geography , art , data mining , artificial intelligence , mathematics , archaeology , computer network , pure mathematics
The importance of Big Data in the current business and commercial context is unquestionable, however few studies have been done on how this resource can influence the strategic development of brand communication campaigns. In this article we propose to make a first approach to this object of study. We emphasize that in this case the methodology developed is more important than the valued sample, since it represents an advance to deepen this area of study. In order to carry out the research, an extensive bibliographic and hemerographic study on the concept of Big Data and its applications has been carried out. From that point we have been able to develop a field study and identify success stories that have given us references of how Big Data works in this context.