Fbem 9 3 168 171
Fbem 9 3 168 171
Fbem 9 3 168 171
Abstract: This paper aims to study the application and impact of Big data analysis in marketing strategies. Through
comprehensive literature review and empirical research, this paper discusses the potential value and actual effect of Big data
analysis on marketing decisions. The study found that Big data analysis can provide accurate and comprehensive market insight,
help enterprises better understand consumer needs and Market trend, and thus develop personalized and accurate marketing
strategies. The impact of Big data analysis on marketing strategy is mainly reflected in the improvement of consumer insight,
the accuracy of target market positioning and the implementation of personalized marketing. In addition, this study proposes
practical significance and suggestions, including strengthening data collection and integration, establishing a data analysis team,
flexibly utilizing various analysis techniques, and implementing personalized marketing strategies. However, this study also has
some limitations, such as sample limitations and data reliability issues. Future research can further explore the application effect
of Big data analysis in different industries and market environments, and further study its impact on different types of enterprises.
This study has important practical significance for enterprises to develop more effective marketing strategies.
Keywords: Big data analysis, Marketing strategy, Consumer insight, Personalized marketing, Target market positioning.
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opportunities of different market segments, so as to develop 3.3. Research Samples and Empirical Analysis
targeted marketing strategies. Models
2.2. Impact mechanism of Big data analysis on Research Samples: Select appropriate samples to represent
marketing strategy the target population based on the research purpose. The
selection of samples can be based on random sampling,
The impact of Big data analysis on marketing strategies is
Stratified sampling and other methods. The size and
mainly reflected in the following aspects:
representativeness of samples are crucial for the accuracy and
Consumer insight: through Big data analysis, enterprises
generalization ability of research results.
can deeply understand consumer purchasing behavior,
Empirical analysis model: In order to explore the impact of
interest preferences, social media interaction and other
Big data analysis in marketing strategies, a variety of
information, so as to obtain more comprehensive and accurate
empirical analysis models can be used, such as regression
consumer insight. This will help enterprises better understand
analysis, factor analysis, cluster analysis, etc. Choosing an
consumer demand and Market trend, and provide decision-
appropriate model can help reveal the relationship between
making basis for product development, Pricing and
variables and the degree of influence, thus explaining the
promotion activities.
impact mechanism of Big data analysis on marketing
Target market positioning: Big data analysis can help
strategies.
enterprises identify target markets and potential customer
groups more accurately. By analyzing consumer data, 4. Results and Discussion
companies can identify market segments and specific
consumer groups, thereby developing more targeted market 4.1. Descriptive Statistical Analysis Results
positioning strategies and customized marketing activities.
Firstly, descriptive statistical analysis is conducted on the
Personalized marketing: Big data analysis provides a basis
collected data, including statistical indicators such as mean,
for personalized marketing.
standard deviation, and frequency distribution of variables.
Through descriptive statistical analysis, a preliminary
3. Scale Design and Analysis of Results understanding of the characteristics of the sample and the
3.1. Research Design and Data Collection distribution of variables can be obtained.
Methods 4.2. Effect of Big data analysis on marketing
In this study, the following research design and data strategy
collection methods are used to explore the application and
Next, through the application of Big data analysis
impact of Big data analysis in marketing strategies.
technology, the data will be further analyzed and explained to
Research design: This research adopts an empirical
explore the impact of Big data analysis on marketing
research design, aiming to verify the impact of Big data
strategies.
analysis on marketing strategies by collecting and analyzing
For example, regression analysis can be used to study the
real data. The study adopts a cross-sectional design, collects
effect of Big data analysis on marketing activities. Take Big
data over a certain time range, and analyzes and explains it.
data analysis indicators as independent variables and the
Data collection methods: Data collection mainly includes
effect of marketing activities as dependent variables, and
two aspects: firstly, the acquisition of consumer behavior data,
analyze the relationship between them through regression
which can be collected through consumer survey
model. In addition, cluster analysis can be used to identify
questionnaires, consumption records, user access data, and
consumer groups and develop personalized marketing
other methods; The second is to obtain market and
strategies for different groups. At the same time, text analysis
competitive environment data, which can be collected
techniques can be used to explore consumer perspectives and
through market research reports, industry analysis,
emotions in social media data, in order to understand
competitor data, and other channels.
consumer attitudes and feedback towards products and brands.
3.2. Data processing and Big data analysis 4.3. Discussion and Interpretation of Results
technology
When discussing and interpreting research results, it is
Data cleansing and sorting: after data collection, data needs necessary to interpret and interpret the analysis results. The
to be cleaned and sorted, including removing duplicate data, analysis results should be compared and validated with
filling missing data, handling Outlier, etc. Data cleansing and existing theories and research findings. We can explore the
sorting can ensure the quality and reliability of data and impact mechanism of Big data analysis in marketing
provide accurate data basis for subsequent analysis. strategies, analyze the relationship between various variables,
Big data analysis technology: This study will use a variety and explain why Big data analysis has a positive impact on
of Big data analysis technologies to reveal the application and marketing strategies.
impact of Big data in marketing strategies. Common Big data In addition, the practical significance and practical
analysis technologies include data mining, machine learning, application of the research results can also be explored.
text analysis, social network analysis, etc. By utilizing these Discuss the potential value of Big data analysis in marketing
technologies, potential patterns and correlations can be decisions, such as improving market competitiveness,
discovered, valuable information can be extracted, and improving product development process, optimizing
predictions and decision support can be made. marketing resource allocation, etc. At the same time, the
limitations of research results, such as sample limitations and
data reliability issues, should also be discussed, and
suggestions and directions for future research should be
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proposed. of marketing capability and the moderating role of
Through the analysis and explanation of the results and environmental uncertainty. Industrial Marketing Management,
discussion section, it is possible to comprehensively evaluate 80, 204-215.
the application and impact of big data analysis in marketing [2] Verhoef, P. C., & Leeflang, P. S. (2009). Understanding the
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5. Conclusion analytics capability on firm performance: Evidence from China.
International Journal of Information Management, 37(3), 128-
This study aims to explore the application and impact of 138.
Big data analysis in marketing strategies. Through
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