How to incorporate the use of big data in a marketing strategy within South Africa to gain competitive advantage

Bezuidenhout, Werner (2013-03)

Thesis (MBA)--Stellenbosch University, 2013.


The research study aims to show how South African companies within the retail, financial services and cellular industries can incorporate Big Data into their marketing strategies to gain a competitive advantage. The literature review sets out to explain what Big Data is and how it can fit into a marketing strategy as well as exploring the challenges and benefits companies around the world experience when working with Big Data. The findings from the literature review are used to create a proposed framework that can guide South African companies to incorporate Big Data into their marketing strategy. The validity of the framework is tested against a sample of South African companies across various industries that are using Big Data within their organisations. Some of the findings from the research study that are highlighted relating to how South African companies use Big Data to gain a competitive advantage is that social media seems to be the most pervasive Big Data type being used across the different industries. Another trend seems to be that most companies use Big Data for sentiment analysis but that sentiment analysis tools are not mature enough yet to correctly calculate the sentiment. Currently South African companies use Big Data as part of their targeting, segmenting, differentiation marketing strategies and that they feel that by incorporating Big Data into their marketing strategies that they have gained better insight into the market and their customers which has helped to grow their market share and realise cost savings.

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