大数据与市场营销策略外文翻译中英文2019-2020
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标题：大数据与市场营销策略外文翻译中英文2019-2020
文献出处：Jihad Saidali, Hassane Rahich, Yassine Tabaa, Abdellatif Medouri.[J]Procedia Manufacturing, Volume 32, 2019, Pages 1017-1023
译文字数：3600 多字
英文
The combination between Big Data and Marketing Strategies to gain valuable Business Insights for better Production Success
Jihad Saidali，Hassane Rahich，
Yassine Tabaa，Abdellatif Medouri
Abstract
Our target is to discover a solution, which is offered by Big Data Analytics (BDA), to resolve the lack of production success. Thus, this article introduces the difference between Big Data Analytics and Classical Marketing Analytics (CMA). It also suggests a theoretical study to offer better marketing strategies to promote the production. This theoretical study combines Big Data Analytics and Classical analytics, to obtain more valuable insights to improve production success, making a business decision in real time by thoroughly checking these analytics –BDA and CMA- and choosing the high scale of complexity and customization of this combination. In addition, it demonstrates that there is knowledge of prediction, which tests the effect of Marketing Behavior on production development. Moreover, it articulates the joint effects of marketing behavior and Marketing Turbulence on production improvement by identifying customer’s needs and interests, and gaining early decisions.
Keywords: Big Data Analytics, Marketing, Classical Data Analytics,
Production Success, Decision-Making, The knowledge of Prediction Introduction
After several researches, we have discovered that marketing is still suffering from a great deal of complications, including the lack of success intern of the new product.
The classical means are not up to the level of solving these problems due to the fact that they are not able to keep pace with the speed of knowledge and the flow of information in real time.
Today, the Big Data Analytics is used in different domains as the data are presented in too large quantities to be thoroughly comprehended by human mind, “Big data is a term that describes large volumes of high velocity, complex and variable data that require advanced techniques and technologies to enable the capture, storage, distribution, management, and analysis of the information.” [1]. Therefore, Big Data Analytics is considered to be an ideal method to help marketing decision-makers get better insights to improve the production success.
This article presents the difference between Big Data and Classical Analytics, followed by a section that introduces the theoretical study to determine suitable production strategies. This study offers us the types of combinations between both analytics, which is derived from the use of Big Data, with a great focus on higher combination’s degree “pioneer strategy”. Proceeded by the knowledge of prediction to understand
customer’s needs to predict a better d ecision in order to improve the production, then we observe the joint effects of marketing behavior and Marketing Turbulence to identifying customer’s demands and get early decision, that have influences on production development.
We conclude with a discussion about this theoretical study that orients us to gain a useful strategy towards the production success, by collecting data, combining analytics –BDA and CMA- and making a better decision in real time.
2 Classical Analytics and BDA
The Classical Data Analytics is remarkably limited and narrowed to solve the versatile problems that the marketing is facing today. So the Classical Marketing Analytics is incapable of solving marketing complications in order to acquire better insights to gain the production success, unlike Big Data, which is unstructured and complex. It also describes data sets that are so large. It is also used to describe the massive volume of digital data.
Both of Big Data Analytics and business intelligence are used to facilitate marketing decision-making. To gain more valuable insights, the information and accurate analyze could be acquired in real time.
Nowadays, the combination between information technology and marketing has significant contribution in improving the production development. Therefore, the classical marketing analytics promotes the
function of marketing for more valuable insight. Meanwhile, Big Data could be involved in the process of understanding the customers needs to enhance marketing decision making for gaining a high quality product by the quantity, rapidity of information spread and anticipacustomer的中文意思
ting risks before they occur.
3 Theoretical Study
In term of Classical Analytics, Business Analytics estimates the risk and predicts Product Success. Because of real-time data, the Classical Marketing Analytics can promote decision making of business to develop the production [4]. While, Classical Marketing Analytics focuses on improving the factors of production success (customer behavior and the product evolution), The use of Big Data Analytics is needful to follow the plethora of information the and analyze large data in real time [6].