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Abstract(s)
Big data, internet das coisas, tecnologia, análise preditiva, ferramentas digitais e social media são alguns dos conceitos que serão mencionados repetidamente ao longo da dissertação. Tal se deve ao facto de serem conceitos primordiais para a caraterização do tema.
Na realidade, a indústria 4.0 veio mostrar que a tecnologia está continuamente a evoluir e cabe às empresas compreender a sua importância e o impacto que pode ter no seu negócio e, a partir daí, aproveitar da melhor forma as potencialidades trazidas pelo big data.
Neste estudo procura-se explorar o conceito do big data e a influência dessa tecnologia em marketing digital. Para isso optou-se metodologicamente pela revisão sistemática da literatura por permitir recolher os documentos mais relevantes sobre a questão em estudo e assim fornecer uma perspetiva científica de valor. Como resultado surgiram vinte e dois documentos separados posteriormente em três clusters nomeadamente: os sistemas apresentados pelas empresas para a recolha e análise dos dados, as capacidades exigidas às organizações para lidarem com as mudanças tecnológicas e o impacto disso no comportamento do consumidor.
Em conclusão, verifica-se que a transformação digital trouxe inevitavelmente mudanças nas empresas, obrigando-as a adaptarem-se e a desenvolverem soluções mais eficientes e automatizadas que as ajudem a destacar-se da concorrência num ambiente fortemente competitivo. Os estudos enfatizam a ideia de que estas devem priorizar as ferramentas analíticas para a tomada de decisão mais consciente e mais direcionada para as exigências do seu público.
Big data, internet of things, technology, predictive analytics, digital tools and social media are some of the concepts that will be mentioned repeatedly throughout the dissertation. They are the primordial concepts to the characterization of the subject. In fact, industry 4.0 has come to show that technology is continually evolving and is the responsibility of enterprises to understand the importance and the impact that technology can have on their business and, from then on, take the advantage of the potential brought by big data. This study seeks to explore the concept of big data and the influence of that technology on digital marketing. For that, a systematic literature review was methodologically chosen for allowing the collection of the most relevant documents about the main question and thus provides a scientific perspective. As a result, twenty-two documents separated into three clusters including the systems presented by companies for the collection and analysis of data, the required capabilities of organizations to deal with technological changes and the impact of this on consumer behavior. In conclusion, the digital transformation inevitably brought changes to companies, forcing them to adapt and develop more efficient and automated solutions that help them to stand out in a highly competitive environment. The studies emphasize the idea that they should prioritize analytical tools for more conscious decision-making and more focused on their audience’s demands.
Big data, internet of things, technology, predictive analytics, digital tools and social media are some of the concepts that will be mentioned repeatedly throughout the dissertation. They are the primordial concepts to the characterization of the subject. In fact, industry 4.0 has come to show that technology is continually evolving and is the responsibility of enterprises to understand the importance and the impact that technology can have on their business and, from then on, take the advantage of the potential brought by big data. This study seeks to explore the concept of big data and the influence of that technology on digital marketing. For that, a systematic literature review was methodologically chosen for allowing the collection of the most relevant documents about the main question and thus provides a scientific perspective. As a result, twenty-two documents separated into three clusters including the systems presented by companies for the collection and analysis of data, the required capabilities of organizations to deal with technological changes and the impact of this on consumer behavior. In conclusion, the digital transformation inevitably brought changes to companies, forcing them to adapt and develop more efficient and automated solutions that help them to stand out in a highly competitive environment. The studies emphasize the idea that they should prioritize analytical tools for more conscious decision-making and more focused on their audience’s demands.
Description
Keywords
Big data Estratégias digitais Industria 4.0 Marketing digital Digital marketing Industry 4.0 Digital strategies