Marketing ever and from now on

○ Past marketing
In the beginning, we explained about the marketing up to the present, starting with the advocacy of Shaw's "marketing" concept. In addition to explaining examples of P&G's "ivory" and concepts such as "marketing mix", as marketing in the Internet age, "relationship marketing", "one-to-one marketing", and Hoffman and Novak's " Marketing related to Piper Media CME”, Payne and Frow's CRM (Customer Relationship Management) and other important concepts were introduced, and an overview of marketing-related knowledge was provided.
○ The implications of big data
Next, based on this kind of knowledge about marketing, what was essentially different from "analysis using big data" was explained. The information handled by BIGDATA is completely different from what it used to be, in terms of "large amount", "freshness", and "diversity", which affects the method and results of data analysis. As an example, Google's outbreak prediction of pandemic influenza was taken up, and it was explained that analysis by big data enables an approach completely different from the conventional "narrowed analysis based on causal relationship".
○ New marketing utilizing big data
How can big data analysis with such characteristics be used for marketing?
Oikawa cites VM=Schoberger & K. Kukie's "The True Identity of Big Data," while increasing the types of data that can be used for analysis, and establishing an information environment in which correlations between data can be verified in many combinations. Pointed out that there is. It was explained that the reason for taking a certain action, that is, the “causal relationship”-focused approach, will focus on the result that is highly relevant to the action, that is, the “correlation”-focused approach.

 Furthermore, while saying that it is "not yet completed", many cases such as in-store behavior, menu optimization, targeting advertisement, inventory optimization, and store visit guidance are organized from the perspective of the marketing mix (Product/Price/Promotion/Place). However, it was shown that the analysis utilizing big data was effective for each of them. Leveraging the diversity of big data and the abundance of data will increase the number of possible hypotheses. In addition, in the "verification of effect" phase of the solution, the feature of big data analysis that data collection and analysis are performed automatically and at high speed can be utilized.

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