Ready for Big Data: Opportunities, requirements and applications for communication
“Ready for Big Data” presents new tools and approaches for the successful handling of Big Data in corporate communications and attempts to highlight the potentials, prerequisites and challenges of Big Data for the planning, implementation and evaluation of communications activities.
Based on a literature review, a survey of experts from practice and academia, and two case studies, findings were obtained that answer the following questions:
- How does knowledge emerge from Big Data?
- What does a suitable data infrastructure look like?
- What are suitable organizational structures?
- Which competencies are in demand?
- What are ethical guidelines for dealing with Big Data?
Two interviews with communications managers from Deutsche Post and Otto provide an insight into corporate practice.
Citation: Wiencierz, C., Berger, K., Röttger, U. & Wietholt, C. (2017). Ready for Big Data. Opportunities, requirements and applications for corporate communications. (Communication Insights, Issue 4) Leipzig, Germany: Akademische Gesellschaft für Unternehmensführung & Kommunikation.