Data analytics plays an important role in marketing management. There are many types of data to be gathered and studied. Structured data are quantitative data that can be stored in a fixed format such as a spreadsheet or list. These data can be easily processed by computers. Examples of structured data are the following:
Unstructured data are not easily put into categories. Examples of unstructured data are the following:
Semi-structured data are a combination of both structured and unstructured data. An example would be an e-mail. The to and from fields would be considered structured data that are easily categorized, and the body of the e-mail would be unstructured, which is not as easily categorized. All of these data combined, along with other types, contribute to big data.
Watch the following video for more information about big data and analytics in marketing: The Importance of Big Data and Analytics in Marketing
Using what you have learned, use the following questions to guide your response:
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