Volledig samenvatting voor het vak Big Data Marketing gemaakt in Word (excl. hoofdstuk 11). Het tentamen is meestal een openboek tentamen zo kun je eenvoudig zoeken binnen het bestand naar de juiste antwoorden.
Inhoudsopgave
Hoofdstuk 1: Uitdagingen van big data........................................................................................................... 5
1.1 Introductie......................................................................................................................................................5
1.2 Explosieve gegevensgroei...............................................................................................................................5
1.3 Kanttekeningen bij big data............................................................................................................................5
1.4 Onze doelen....................................................................................................................................................5
1.5 Onze aanpak...................................................................................................................................................5
1.6 Leeswijzer........................................................................................................................................................6
Hoofdstuk 2: Waarde creëren met big data analytics......................................................................................6
2.1 Introductie......................................................................................................................................................6
2.2 Big-datawaardecreatiemodel.........................................................................................................................6
2.2.1 Big -data-activa........................................................................................................................................6
2.2.2 Big-datacompetenties.............................................................................................................................6
2.2.3 Big data analytics.....................................................................................................................................7
2.2.4 Big-datawaarde.......................................................................................................................................7
2.3 Big-datawaardecreatiemodel als rode draad in dit boek...............................................................................8
2.4 Conclusies.......................................................................................................................................................8
, 4.4.4 Customer lifetime value (CLV)...................................................................................................................14
4.4.5 V2F-big-dataklantmetrics..........................................................................................................................14
4.5 Conclusies.....................................................................................................................................................15
Hoofdstuk 5: Databronnen........................................................................................................................... 15
5.1 Introductie....................................................................................................................................................15
5.2 Soorten gegevensbronnen............................................................................................................................16
5.2.1 Externe en interne gegevensbronnen........................................................................................................16
5.2.2 Gestructureerde en ongestructureerde gegevensbronnen.......................................................................16
5.2.3 Gegevensbronnen voor markt, merk/product en klant.............................................................................17
5.3 Big-datagegevensbronnen gebruiken..........................................................................................................18
5.3.1 De vijf W-vragen........................................................................................................................................18
5.3.2 Datawarehouse.........................................................................................................................................18
5.3.3 Databasestructuren...................................................................................................................................18
5.3.4 Ontbrekende waarden...............................................................................................................................19
5.3.5 Datafusion.................................................................................................................................................19
5.4 Conclusie.......................................................................................................................................................19
Hoofdstuk 6: Data-integratie........................................................................................................................ 20
6.1 Introductie....................................................................................................................................................20
6.2 Integratie van gegevensbronnen..................................................................................................................20
6.2.1 Extractie.....................................................................................................................................................20
6.2.2 Transformatie............................................................................................................................................20
6.2.3 Laden.........................................................................................................................................................20
6.3 Omgaan met verschillende datatypes..........................................................................................................21
6.4 Data-integratie in het tijdperk van big data.................................................................................................21
6.4.1 Technische uitdagingen.............................................................................................................................21
6.4.2 Analytische uitdagingen............................................................................................................................22
6.4.3 Zakelijke uitdagingen.................................................................................................................................22
6.5 Conclusie.......................................................................................................................................................22
Hoofstuk 7: Klant privacy en gegevensbeveiliging......................................................................................... 23
7.1 Introductie -..................................................................................................................................................23
7.2 Waarom is privacy zo’n groot probleem?....................................................................................................23
7.3 Wat is privacy?.............................................................................................................................................23
7.4 Klanten en privacy........................................................................................................................................23
7.5 Overheden en privacywetgeving..................................................................................................................24
7.6 Privacy en ethiek...........................................................................................................................................24
Hoofdstuk 8: Hoe big data de analytics veranderen......................................................................................25
8.1 Introductie....................................................................................................................................................25
8.2 De kracht van analytics.................................................................................................................................25
8.3 Verschillende niveaus in analytics................................................................................................................25
8.4 Dimensies van analytics................................................................................................................................25
8.5 Strategieën voor het analyseren van big data.............................................................................................26
8.6 Hoe big data de analytics veranderen..........................................................................................................26
8.6.1 Veranderingen op marktniveau.................................................................................................................26
8.6.2 Veranderingen op merk- en productniveau...............................................................................................26
8.6.3 Veranderingen op klantniveau..................................................................................................................27
8.7 Algemene big-data-veranderingen in analytics...........................................................................................27
8.7.1 Van steekproeven naar volledige populatie..............................................................................................27
8.7.2 Van significantie naar grootte van effecten..............................................................................................27
8.7.3 Van ad-hoc gegevens naar continue gegevens.........................................................................................28
8.7.4 Van standaardmodellen naar realtimemodellen......................................................................................28
8.7.5 Van ad-hoc modellen naar realtimemodellen...........................................................................................28
8.8 Conclusies.....................................................................................................................................................28
Hoofdstuk 10: Nieuwe big data analytics...................................................................................................... 34
10.1 Introductie..................................................................................................................................................34
10.2 Big datatoepassing 1: Webanalytics..........................................................................................................34
10.3 Big datatoepassing 2: Customer journey analyse......................................................................................34
, 10.4 Big datatoepassing 3: Attribution modelling..............................................................................................34
10.5 Big datatoepassing 4: Dynamic targeting..................................................................................................35
10.6 Big datatoepassing 5: Geïntegreerde big data modellen...........................................................................35
10.7 Big datatoepassing 6: Social listing............................................................................................................35
10.8 Big datatoepassing 7: Sociale netwerkanalyse..........................................................................................35
10.9 Conclusie.....................................................................................................................................................36
Hoofdstuk 12: Succesvolle big datacompetenties opbouwen........................................................................37
12.1 Introductie..................................................................................................................................................37
12.2 Transformeren met als doel succesvolle analytische competentie............................................................37
12.3 Bouwstenen voor een succesvolle analytische competentie......................................................................37
12.3.1 Bouwsteen 1: Proces................................................................................................................................37
12.3.2 Bouwsteen 2: Mensen.............................................................................................................................37
12.3.3 Bouwsteen 3: Systemen...........................................................................................................................38
12.3.4 Bouwsteen 4: Organisatie.......................................................................................................................38
12.4 Conclusies...................................................................................................................................................38
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