A Case Study of Big Data Analytics in Marketing Campaigns: A Study of Telecom Companies in Kano State
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Background of the Study
Big data analytics has revolutionized marketing strategies by enabling businesses to leverage large volumes of consumer data for targeted campaigns, customer segmentation, and personalized marketing (McDonald & LaFleur, 2024). Telecom companies, with vast customer bases and diverse service offerings, are increasingly adopting big data analytics to enhance their marketing efforts and improve customer engagement. This case study explores how telecom companies in Kano State are using big data analytics to optimize their marketing campaigns, focusing on customer insights, targeted promotions, and overall campaign performance.
Statement of the Problem
Despite the growing use of big data analytics in marketing, many telecom companies in Kano State may not fully utilize its potential to drive successful marketing campaigns. The complexity of big data tools and the challenge of integrating these insights into actionable marketing strategies are significant barriers. This study aims to investigate how telecom companies in Kano State are leveraging big data analytics and the impact it has on the success of their marketing campaigns.
Objectives of the Study
- To examine how telecom companies in Kano State use big data analytics to enhance marketing campaigns.
- To assess the impact of big data-driven marketing strategies on customer engagement and campaign success.
- To explore challenges faced by telecom companies in integrating big data analytics into their marketing strategies.
Research Questions
- How do telecom companies in Kano State utilize big data analytics in their marketing campaigns?
- What is the impact of big data analytics on customer engagement and campaign performance?
- What challenges do telecom companies face in leveraging big data for marketing purposes?
Research Hypotheses
- Big data analytics significantly enhances the effectiveness of marketing campaigns by improving customer targeting and engagement.
- Telecom companies face challenges in integrating big data analytics into their marketing strategies, including data quality and resource constraints.
- Big data analytics improves the overall return on investment (ROI) for marketing campaigns in telecom companies.
Scope and Limitations of the Study
This study focuses on telecom companies operating in Kano State and their use of big data analytics for marketing campaigns. Limitations include access to proprietary marketing data and variations in the use of big data tools across different companies.
Definitions of Terms
Big Data Analytics: The process of examining large and varied data sets (big data) to uncover hidden patterns, correlations, and other useful business information.
Marketing Campaigns: Coordinated marketing efforts to promote a product, service, or brand, often involving multiple channels and strategies.
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