This research proposal examines how marketing analytics benefits from big data and its implications for the retail sector in Ireland. The researcher aims to determine how big data and marketing analytics complement each other and how their use affects the Irish retail industry. A literature review found that big data allows for more predictive analytics and customized experiences for consumers. It also found that Ireland is seen as a favorable location for big data investments. The proposed research strategy would use qualitative interviews with industry executives to explore these topics, with some quantitative data from surveys. Limitations include the newness of big data and limited existing research specifically on its use in marketing analytics and retail.

1. Analysis of Marketing Analytics using Big Data
Research Proposal
Touseef Ahmed Research Methods I

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Name Touseef Ahmed
Student Number 10375436
Course MBA – Marketing
Module Title Research Methods I
Module Code B9RS104
Lecturer Nora Gordan
Assessment Title Research Proposal

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Table of Contents
Introduction................................................................................................................................................................3
Big Data ..................................................................................................................................................................4
Research Question......................................................................................................................................................7
Literature Review .......................................................................................................................................................8
Contextualisation........................................................................................................................................................9
Research Strategy.................................................................................................................................................... 10
Research Limitations ............................................................................................................................................... 10
References............................................................................................................................................................... 11

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Research Topic
Analysis of Marketing Analytics using Big Data
Introduction
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.
[SAS, Ireland, 2018]
“It is anything but a flawless science, yet it can significantly build put stock in, commitment, and transformation
amongst purchasers and merchants in the quick future. Furthermore, that goes for both promoting effort comes
about and in addition the commitment with your business group.”
[Matt Heinz, Karr, 2015]

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Big Data
Big Data is the greatest diversion changing opportunity and change in perspective for marketing since the
development of the telephone or the Web world. Huge information alludes to the regularly expanding volume,
speed, assortment, changeability and unpredictability of data. For showcasing associations, big data is the
principal outcome of the new advertising scene, conceived from the advanced world we now live in.

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The term “Big Data” doesn't simply allude to the information itself; it likewise alludes to the difficulties, abilities
and skills related with putting away and examining such immense informational collections to help a level of basic
leadership that is more exact and opportune than anything beforehand endeavored: huge information driven
basic leadership.
[Ghosh, 2015]
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.
[PWC, 2017]
As of now, the retail sector employs 285,000 and the tax revenue generated is estimated to be over €7 billion.
[IBEC, 2017]

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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.
[Statista, 2018]
One more aspect to consider is how much data is being generated every 60 seconds?

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Research Question
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.

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Literature Review
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.
[Earley, 2014]
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 equipment are useless to pin
factor tailor made hints for each and every client. that is in which machine gaining knowledge of steps in and offer
customers right answers in which they may be more likely to make investments.
[Vurst, 2017]
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.
[RTE, 2017]
“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.”
[Silicon Republic, Kennedy, 2016]

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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.
[Mckinsey, 2017]
Contextualisation
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.

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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.
It might also require some quantitative approach involving
survey/feedback process.
Research Limitations
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.

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References
• SAS, Marketing Analytics. [Online] Available at:
https://www.sas.com/en_ie/insights/marketing/marketing-analytics.html
• MarTech, ‘What is Predictive Marketing?’, KARR, 2015, [Online] Available at:
https://martech.zone/what-is-predictive-marketing/
• Analytics, ‘Game Changer: Big data in marketing analytics’, Ghosh, 2015. Available at: http://analytics-
magazine.org/game-changer-big-data-in-marketing-analytics/
• Statista, ‘Revenue from big data and business analytics worldwide from 2015 to 2020’, Online. Available
at: https://www.statista.com/statistics/551501/worldwide-big-data-business-analytics-revenue/
• Retail Ireland, ‘Retail at a glance’, IBEC, 2017. [Online] Available at:
http://www.retailireland.ie/Sectors/RI/RI.nsf/vPages/Retail_in_Ireland~retail-at-a-
glance?OpenDocument
• PWC, ‘The economic impact of artificial intelligence on Ireland’s economy’, 2017. [Online] Available at:
https://www.pwc.ie/publications/2017/economic-impact-of-artificial-intelligence-ireland-economy-
report.pdf
• Mckinsey, ‘ARTIFICIAL INTELLIGENCE THE NEXT DIGITAL FRONTIER?’, 2017. [Online] Available at:
https://www.mckinsey.com/~/media/McKinsey/Industries/Advanced%20Electronics/Our%20Insights/H
ow%20artificial%20intelligence%20can%20deliver%20real%20value%20to%20companies/MGI-Artificial-
Intelligence-Discussion-paper.ashx
• Element61, ‘Marketing, a front-runner in the adoption of data & analytics?’, Vurst, 2017. [Online]
Available at: http://www.element61.be/en/resource/role-predictive-analytics-digital-marketing
• Silicon Republic, ‘Big data country: Ireland among top European locations for investment’, Kennedy,
2016 [Online]. available at: https://www.siliconrepublic.com/enterprise/big-data-country-ireland-
forbes-william-fry
• RTE, ‘Ireland Is Paving Its Way To A Thriving Data-Driven Economy’, Online. Available at:
https://www.rte.ie/eile/tech/2017/0519/876496-ireland-is-paving-its-way-to-a-thriving-data-driven-
economy/
Feedback and comments are welcome.
Please write at 10375436@mydbs.ie
Thanks!!!