The Role of Big Data Analysis and Machine Learning in Marketing Communications: A Case Study of Amazon
Machine Learning for Societal Improvement, Modernization, and Progress, Prof Dr Vishnu Pendyala, Editör, IGI, Arizona, ss.225-247, 2022
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2022
- Yayınevi: IGI
- Basıldığı Şehir: Arizona
- Sayfa Sayıları: ss.225-247
- Editörler: Prof Dr Vishnu Pendyala, Editör
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- Ankara Yıldırım Beyazıt Üniversitesi Adresli: Hayır
Özet
Technological and commercial developments in the 21st century have increased the demands and expec-
tations of consumers. Big data analysis and machine learning can play a critical role in establishing
healthy communication. The insights obtained from big data analysis and ML models can help in making
marketing communication more personalized and useful to customers. In this chapter, the authors present
an exploratory analysis of the role of big data and ML in the marketing communication of enterprises.
For this, Amazon, which provides big data analysis infrastructures to other businesses which are big
data users, is being researched as a case study. This study is one of the first studies in the literature to
examine the significance of big data and ML in marketing communication and investigate the obstacles
encountered when using them. The insights presented in this chapter will help professionals in the
marketing communication domain to better understand how they can utilize big data and ML models to
make a significant impact on their customers and sales.