Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Big Data Analytics Case Study from the Marketing Perspective : Emphasis on Banking Industry

마케팅 관점으로 본 빅 데이터 분석 사례연구 : 은행업을 중심으로

  • 박성수 (성균관대학교 경영대학) ;
  • 이건창 (성균관대학교 경영대학/삼성융합의과학원)
  • Received : 2018.02.20
  • Accepted : 2018.04.26
  • Published : 2018.06.30
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Abstract

Recently, it becomes a big trend in the banking industry to apply a big data analytics technique to extract essential knowledge from their customer database. Such a trend is based on the capability to analyze the big data with powerful analytics software and recognize the value of big data analysis results. However, there exits still a need for more systematic theory and mechanism about how to adopt a big data analytics approach in the banking industry. Especially, there is no study proposing a practical case study in which big data analytics is successfully accomplished from the marketing perspective. Therefore, this study aims to analyze a target marketing case in the banking industry from the view of big data analytics. Target database is a big data in which about 3.5 million customers and their transaction records have been stored for 3 years. Practical implications are derived from the marketing perspective. We address detailed processes and related field test results. It proved critical for the big data analysts to consider a sense of Veracity and Value, in addition to traditional Big Data's 3V (Volume, Velocity, and Variety), so that more significant business meanings may be extracted from the big data results.

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