چکیده:
اﻣﺮوزه ﺑﺎ ﺗﻮﺳﻌﻪ ﺗﮑﻨﻮﻟﻮژیﻫﺎ و روﻧﺪ رو ﺑﻪ رﺷﺪ آن، ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺗﺒﺪﯾﻞ ﺑﻪ ﺗﻮﻟﯿﺪﮐﻨﻨﺪهﻫﺎی ﺑﯽوﻗﻔﻪ دادهﻫﺎ ﺷﺪهاﻧﺪ و ﺷﺎﻫﺪ ﺗﻨﻮع، ﺳﺮﻋﺖ و ﺣﺠﻤﯽ ﻏﯿﺮﻗﺎﺑﻞﭘﯿﺶﺑﯿﻨﯽ از دادهﻫﺎی اوﻟﯿﻪ از ﺳﻮی ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻫﺴﺘﯿﻢ. اﯾﻦ دادهﻫﺎ از ﻃﺮﯾﻖ ﺗﻌﺎﻣﻞ در ﺷﺒﮑﻪﻫﺎی اﺟﺘﻤﺎﻋﯽ، رﺳﺎﻧﻪﻫﺎی اﺟﺘﻤﺎﻋﯽ، وبﺳﺎﯾﺖﻫﺎی ﻓﺮوﺷﮕﺎهﻫﺎ و ﻓﻀﺎی آﻧﻼﯾﻦ ﺑﻪ وﺟﻮد ﻣﯽآﯾﻨﺪ؛ اﯾﻦ ﺗﮑﻨﻮﻟﻮژیﻫﺎ ﺑﻪ ﺷﺮﮐﺖﻫﺎ در ﻓﺮاﻫﻢ ﮐﺮدن دادهﻫﺎی ﻏﻨﯽ، ﺷﺎﺧﺺ و ﮐﺎرﺑﺮدی از ﻓﻌﺎﻟﯿﺖﻫﺎی ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن در زﻣﺎن درﺳﺖ آن ﮐﻤﮏ ﻣﯽﮐﻨﺪ ﺗﺎ آنﻫﺎ ﺑﺘﻮاﻧﻨﺪ از اﯾﻦ دادهﻫﺎ اﺳﺘﻔﺎده ﻻزم را ﺑﺒﺮﻧﺪ و در ﺗﺼﻤﯿﻢﮔﯿﺮیﻫﺎی ﺧﻮد از آنﻫﺎ اﺳﺘﻔﺎده ﮐﻨﻨﺪ. ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﮐﻼن دادهﻫﺎی ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻓﺮﺻﺖﻫﺎ و ﻣﺰﯾﺖﻫﺎی زﯾﺎدی را ﺑﺮای ﺷﺮﮐﺖﻫﺎ ﺑﻪ وﺟﻮد ﻣﯽآورد. ﺗﺠﺰﯾﻪوﺗﺤﻠﯿﻞ ﮐﻼن دادهﻫﺎی ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﻧﻘﻄﻪ ﻋﻄﻒ و ﻣﺮﮐﺰ اﻧﻘﻼب در ﮐﻼن دادهﻫﺎ ﻣﯽﺑﺎﺷﺪ. اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ ﻫﺪف درک ﺑﻬﺘﺮ از ﺗﺄﺛﯿﺮ ﮐﻼن دادهﻫﺎی ﻣﺼﺮفﮐﻨﻨﺪﮔﺎن ﺑﺮ ﻓﻌﺎﻟﯿﺖﻫﺎی ﻣﺘﻨﻮع ﺑﺎزارﯾﺎﺑﯽ و ﻓﺮﺻﺖﻫﺎﯾﯽ ﮐﻪ ﺷﺮﮐﺖﻫﺎ ﺑﺮای ﺑﻬﺮهﺑﺮداری ﺑﻬﺘﺮ از ﻣﺰاﯾﺎی اﯾﻦ ﮐﻼن دادهﻫﺎ دارﻧﺪ، ﺻﻮرت ﮔﺮﻓﺘﻪ اﺳﺖ.
Today, with the development of technology and its growing trend, consumers have become ongoing producers of data, and we see the unpredictable variety, speed and volume of raw data from consumers. These data come through interaction on social networks, social media, stores' websites and online space. These technologies help companies provide rich, unique, and practical data on consumer activities at the right time so that they can take advantage of that data and use it in their decision making process. Consumer big data analytics creates many opportunities and benefits for companies; Consumer big data analysis is a turning point and the center of the big data revolution. This study aims to better understand the impact of consumer big data on various marketing activities and also, on the opportunities that companies have to better exploit the benefits of these big data.