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Nutzung von Big Data im Marketing : theoretische Grundlagen, Anwendungsfelder und Best-Practices
(2015)
Die zunehmende Digitalisierung des Alltags und die damit verbundene omnipräsente Datengenerierung bieten für Unternehmen und insbesondere Marketingabteilungen die Chance, Informationen in bisher ungekannter Fülle über ihre Kunden und Produkte zu erhalten. Die Gewinnung solcher Informationen aus riesigen Datenmengen, die durch neue Technologien ermöglicht wird, hat sich dabei unter dem Begriff Big Data etabliert.
Die vorliegende Arbeit analysiert diese Entwicklung im Hinblick auf das Potenzial für die unternehmerische Disziplin des Marketings. Dazu werden die theoretischen Grundlagen des Einsatzes von Big Data im Marketing identifiziert und daraus Anwendungsfelder und Best-Practice-Lösungen abgeleitet. Die Untersuchung basiert auf einer Literaturanalyse zu dem Thema Big Data Marketing, welche neben verschiedenen Studien und Befragungen auch Expertenmeinungen und Zukunftsprognosen einschließt. Die Literatur wird dabei zunächst auf die theoretischen Grundlagen des Konstrukts Big Data analysiert.
Anschließend wird die Eignung von Big Data Lösungen für den Einsatz in Unternehmen geprüft, bevor die Anwendung im Bereich des Marketings konkretisiert und analysiert wird. Es wurde dabei festgestellt, dass anhand der theoretischen Aspekte von Big Data eine starke Eignung für den Einsatz im Rahmen des Marketings besteht. Diese zeichnet sich vor allem durch die detaillierten Informationen über Verhaltensmuster von Kunden und ihre Kaufentscheidungen aus. Weiterhin wurden potenzielle Anwendungsfelder identifiziert, welche besonders im Bereich der Kundenorientierung und der Marktforschung liegen. Im Hinblick auf Best-Practice-Lösungen konnte ein grober Leitfaden für die Integration von Big Data in die Unternehmensorganisation entwickelt werden. Abschließend wurde festgehalten, dass das Thema Big Data eine hohe Relevanz für das Marketing aufweist und dies in der Zukunft maßgeblich mitbestimmen wird.
Geographic cluster based routing in ad-hoc wireless sensor networks is a current field of research. Various algorithms to route in wireless ad-hoc networks based on position information already exist. Among them algorithms that use the traditional beaconing approach as well as algorithms that work beaconless (no information about the environment is required besides the own position and the destination). Geographic cluster based routing with guaranteed message delivery can be carried out on overlay graphs as well. Until now the required planar overlay graphs are not being constructed reactively.
This thesis proposes a reactive algorithm, the Beaconless Cluster Based Planarization (BCBP) algorithm, which constructs a planar overlay graph and noticeably reduces the number of messages required for that. Based on an algorithm for cluster based planarization it beaconlessly constructs a planar overlay graph in an unit disk graph (UDG). An UDG is a model for a wireless network in which every participant has the same sending radius. Evaluation of the algorithm shows it to be more efficient than the non beaconless variant. Another result of this thesis is the Beaconless LLRAP (BLLRAP) algorithm, for which planarity but not continued connectivity could be proven.
The publication of freely available and machine-readable information has increased significantly in the last years. Especially the Linked Data initiative has been receiving a lot of attention. Linked Data is based on the Resource Description Framework (RDF) and anybody can simply publish their data in RDF and link it to other datasets. The structure is similar to the World Wide Web where individual HTML documents are connected with links. Linked Data entities are identified by URIs which are dereferenceable to retrieve information describing the entity. Additionally, so called SPARQL endpoints can be used to access the data with an algebraic query language (SPARQL) similar to SQL. By integrating multiple SPARQL endpoints it is possible to create a federation of distributed RDF data sources which acts like one big data store.
In contrast to the federation of classical relational database systems there are some differences for federated RDF data. RDF stores are accessed either via SPARQL endpoints or by resolving URIs. There is no coordination between RDF data sources and machine-readable meta data about a source- data is commonly limited or not available at all. Moreover, there is no common directory which can be used to discover RDF data sources or ask for sources which offer specific data. The federation of distributed and linked RDF data sources has to deal with various challenges. In order to distribute queries automatically, suitable data sources have to be selected based on query details and information that is available about the data sources. Furthermore, the minimization of query execution time requires optimization techniques that take into account the execution cost for query operators and the network communication overhead for contacting individual data sources. In this thesis, solutions for these problems are discussed. Moreover, SPLENDID is presented, a new federation infrastructure for distributed RDF data sources which uses optimization techniques based on statistical information.
Today, augmented reality is becoming more and more important in several areas like industrial sectors, medicine, or tourism. This gain of importance can easily be explained by its powerful extension of real world content. Therefore, augmented realty became a way to explain and enhance the real world information. Yet, to create a system which can enhance a scene with additional information, the relation between the system and the real world must be known. In order to establish this relationship a commonly used method is optical tracking. The system calculates its relation to the real world from camera images. To do so, a reference which is known is needed in the scene to serve as an orientation. Today, this is mostly a 2D-marker or a 2D-texture. These are placed in the real world scenery to serve as a reference. But, this is an intrusion in the scene. That is why it is desirable that the system works without such an additional aid. An strategy without manipulating the scene is object-tracking. In this approach, any object from the scene can be used as a reference for the system. As an object is far more complex than a marker, it is harder for the system to establish its relationship with the real world. That is why most methods for 3D-object-tracking reduce the object by not using the whole object as reference. The focus of this thesis is to research how a whole object can be used as a reference in a way that either the system or the camera can be moved in any 360 degree angle around the object without loosing the relation to the real world. As a basis the augmented reality framework, the so called VisionLib, is used. Extensions to this system for 360 degree tracking are implemented in different ways and analyzed in the scope of this work. Also, the different extensions are compared. The best results were achieved by improving the reinitialization process. With this extension, current camera images of the scene are given to the system. With the hek of these images, the system can calculate the relation to the real world faster in case the relation went missing.
This research examines information audit methodologies and information capturing methods for enterprise social software which are an elementary part of the audit process. Information auditing is lacking of a standardized definition and methodology because the scope of the audit process is diversified and dependent on the organization undertaking the audit. The benefits of information auditing and potential challenges of Enterprise 2.0 the audit can overcome are comprehensive and provide a major incentive for managers to conduct an audit. Information asset registers as a starting point for information auditing are not specifically focusing on social software assets. Therefore this research pro-ject combines asset registers from different areas to create a new register suitable for the requirements of Enterprise 2.0. The necssary adaptations caused by the new character of the assets are minor. The case study applying the asset register for the first time however reveals several problematic areas for information auditors completing the register. Rounding up the thesis a template is developed for setting up new work spaces on enterprise social software systems with appropriate metadata taking into account the meaningful metadata discovered in the asset register.
In der vorliegenden Arbeit sollen weltweit herrschende inhaltliche Ausprägungen und Schwerpunkte des Themengebiets "BMI" bzw. "GMI" mit Hilfe des Literatur-Reviews akademischer Artikel herausgearbeitet werden. Die festgestellten Beziehungen und Zusammenhänge sollen visualisiert und lokalisiert werden, um eine globale Sicht über das Thema herzustellen. Unter anderem sollen die in das finale Set aufgenommenen Artikel auf eine Korrelation zwischen BMI und Controlling bzw. Management hin überprüft werden. Als letzter Schritt soll eine Ableitung möglicher Forschungslücken unternommen werden.
