마케팅 커뮤니케이션에서 빅 데이터의 역할과 활용 방안

초록

The current study explored the influence of big data in the field of communication. More specifically, the study examined the changes that the proliferation of data has brought to communication agencies as well as corporations based on the interviews with twenty three senior managers and executives in the U.S. According to the participants, the availability of data is the single biggest driver of evolution in communication practice in terms of both effectiveness and efficiency; the entire communication planning process has been restructured as it starts with data. In addition, data-based consumer insights have become the core of communication campaigns as technology allows to understand consumers at the granular level. Consequently, most organizations have experienced major structural changes in terms of work process, organizationalstructure and human resource management. The findings of the study indicates that communication integration and collaboration have become real with the availability of data.

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