The document discusses how marketing analytics uses procedures and technologies to assess the success of marketing initiatives by estimating performance metrics. It aims to determine how marketing analytics benefits from big data and its implications for Ireland's retail sector. Specifically, it investigates how big data can help existing market analytic processes and how the Irish retail market can benefit from integrating big data-driven market analytics.

1. RESEARCH POSTER PRESENTATION DESIGN © 2015
www.PosterPresentations.com
Marketing Analytics comprises of the procedures and technologies that
empower marketers to assess the success of their marketing initiatives by
estimating the performances (e.g., blogging vs networking media vs
channel intercoms) utilising important business measures, such as ROI,
marketing standards and general marketing effectiveness.
Introduction
Research Question and Aims
• Case study of PWC shows that Ireland’s economy is going to boost by
€48 million or 11% which is a remarkable development for Ireland.
• As of now, the retail sector employs 285,000 and the tax revenue
generated is estimated to be over €7 billion.
• In 2017, big data and business analytics was relied upon to produce
150.8 billion U.S. dollars worldwide.
• In 2018, It is projected that the global big data market size is to grow to
42 billion U.S. dollars.
• Big data can help improve shopping experience for consumers. Major
business groups have started applying Big data to their business models.
Big data helps to forecast trends, enhance warehousing and logistics, set
promotional goals and customization of businesses as per the need. Big
data can also help anticipate order quantity and market prediction.
Justification for the research
• Most decisions and planning in business are predictive and based on
calculations. Due to Big data different procedures can be evaluated with
prescient scientific reasoning. As of now, different apparatuses are
accessible for purchaser collaborations and advertising methodologies.
Every gadget outfits records that might be separated for examples of
conduct that supply huge pay-outs if the enterprise counters effectively.
• Marketing has always relied on statistics & predictions. Big Data in
marketing analytics has potential to grow beyond what we understand,
produce results in multiple dimensions than we could not even think of
and can also deal with mechanical and automated data. Conventional
advertising and marketing tools are becoming useless to pin factor tailor
made hints for each and every client. This is where machine gaining
knowledge steps in and offer customers right answers in which they
may be more likely to make investments.
• A 2016 report created by William Sear in relationship with Forbes Bits
of knowledge as of late found that 96% of driving organizations around
the globe consider Ireland to be an ideal venture area with regards to
Big Data investments.
• “Ireland is pushing itself in the big data stakes, as 96pc of investors
surveyed by Forbes and William Fry consider Ireland as a favorable
investment location.”
Literature Overview Proposed Research Design
Contextualization
How my research adds/fits into the genre?
It is because Big Data is still a new concept and gaining popularity day by
day and I want to find out how big data can help in existing market
analytic processes.
Why my research is different?
My research is different because I intend to find out how Irish retail market
can benefit from market analytics using Big data.
Research Strategy
• My research approach would be mainly based on qualitative method and
would require me to interact with executives on 1 to 1 basis through
interviews. These persons would be working in relative fields.
Research Limitation
• Big Data is a new concept. Technologists are still getting used to it.
Research for scopes of Big Data is still being carried out.
• Existing research on Big data and its implication on market analytics
specially the targeted retail sector is limited. I will try implicating
traditional methods of marketing analytics that have been successful
earlier and come up with a solution that can overcome above
limitations.
References
To determine how Marketing Analytics benefits from Big Data and its
implications on Retail Sector in Ireland.
Marketing analytics using Big Data is popularising at pace, the objective is
to see how Big Data and marketing analytics go hand in hand and their
effect on retail sector in Ireland. The research would likewise be aimed to
see how market analytics is beneficial to retail industry, how organisations
can release most extreme benefits by focusing on the right portions and
proper apparatuses these innovations are giving to make a smarter business
condition.
MBA-Marketing
Touseef Ahmed (10375436)
Using Big Data for Marketing Analytics
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Discussion-paper.ashx
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paving-its-way-to-a-thriving-data-driven-economy/