Big data and its possibilities

for Marketing Research

Zeynep Yetis-LarssonStockholm School of Economics

September, 2013

A Big Bang in the Information Universe

Source: IDC/EMC

2.7bndaily comments and ”likes” on Facebook

500Mdaily posts on Twitter and Weibo combined

200kvideos uploaded to YouTube daily

Computers are getting smarter

Big Data is big money

From social media to consumer insight

Nov 2009 to Jan 2013

Bitcoin Study

Semantic network analysis• Bitcoin Forum (English)

• 1.15 mln posts by 21,903 people• 85% all posts / 89% all people

Forum Topics over Time

TechnicalExchanges

Legal

Reflections• The information is out there, the challenge is to extract

value• The results are not representative of the broader population• Explorative – great way of generating insights and finding

new patterns• Possible to switch between levels – macro and micro• Not restricted to a certain field period – possible to track

back in time• Offers deep understanding of phenomena• Complements rather than substitutes other methods• Unobtrusive, but potential privacy issues• Cultural and contextual understanding is necessary

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Please fell free to contact me for questions & comments!

Zeynep Yetis-LarssonZeynep.Yetis@hhs.se

https://twitter.com/zyetishttp://se.linkedin.com/in/zeynepyetislarsson

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