A Case Study of Big Data Analytics in Marketing Campaigns: A Study of Telecom Companies in Kano State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Big data analytics has emerged as a transformative tool in modern marketing, allowing businesses to gather, analyze, and interpret large datasets to make informed decisions. In the telecom industry, where competition is fierce and customer expectations are high, big data analytics enables companies to design targeted marketing campaigns, predict customer behavior, and improve service personalization (Adebayo & Yusuf, 2024).
In Kano State, telecom companies operate in a highly dynamic environment characterized by increasing data consumption and diverse customer needs. The ability to leverage big data for marketing campaigns is critical for improving customer retention, optimizing resource allocation, and driving profitability. However, challenges such as data privacy concerns, lack of technical expertise, and high implementation costs often hinder the effective utilization of big data analytics (Abubakar et al., 2023).
This study examines the application of big data analytics in marketing campaigns by telecom companies in Kano State, focusing on its impact on customer engagement, campaign effectiveness, and organizational growth.
Statement of the Problem
Despite the potential of big data analytics to revolutionize marketing campaigns, its adoption in Kano State's telecom sector remains inconsistent. Many companies face challenges related to data integration, analytics infrastructure, and skill gaps, which limit their ability to harness the full potential of big data (Ibrahim & Mohammed, 2025).
Moreover, the absence of empirical research on the effectiveness of big data-driven marketing strategies in the region creates a knowledge gap that needs to be addressed. This study aims to explore these challenges and provide insights into the benefits and limitations of big data analytics in marketing.
Objectives of the Study
1. To assess the extent of big data analytics adoption in marketing campaigns by telecom companies in Kano State.
2. To evaluate the impact of big data analytics on customer engagement and campaign effectiveness.
3. To identify challenges faced by telecom companies in implementing big data analytics.
Research Questions
1. To what extent have telecom companies in Kano State adopted big data analytics in their marketing campaigns?
2. How does big data analytics impact customer engagement and campaign effectiveness?
3. What challenges do telecom companies face in implementing big data analytics?
Research Hypotheses
1. H₀: Big data analytics does not significantly enhance the effectiveness of marketing campaigns in telecom companies.
2. H₀: Big data analytics does not significantly improve customer engagement in marketing campaigns.
3. H₀: Challenges such as skill gaps and infrastructure limitations do not significantly hinder the adoption of big data analytics.
Scope and Limitations of the Study
The study focuses on telecom companies operating in Kano State, examining their use of big data analytics in marketing campaigns. Limitations include the varying levels of data analytics maturity among companies and potential biases in data collected through surveys or interviews.
Definitions of Terms
Big Data Analytics: The process of examining large and complex datasets to uncover patterns, trends, and insights for decision-making.
Marketing Campaigns: Organized efforts by businesses to promote products or services to target audiences.
Telecom Companies: Firms providing telecommunication services, including voice, internet, and messaging.
Related Project Materials
A Study of the Influence of Family Caregivers’ Education on Elderly Patients’ Medication Adherence in Bauchi State
Background of the Study
Medication adherence is a critical factor in managing chronic...
The effect of moral education on students’ perceptions of fairness in competitive settings in Makurdi LGA, Benue State
Background of the Study
Moral education plays an essential role in shaping students’ ethical outlook and guiding the...
THE INFLUENCE OF LOGISTICS OUTSOURCING ON SUPPLY CHAIN PERFORMANCE
Abstract: THE INFLUENCE OF LOGISTICS OUTSOURCING ON SUPPLY CHAIN PERFORMANCE
This study examines the influence of logistics outsourcing o...
The influence of adult education on agricultural extension services in Keffi Local Government Area, Nasarawa State
Background of the study
Adult education has long been recognized as a transformative tool in empowering communities and en...
An appraisal of the impact of tourism on local craft industries in Ikogosi, Ekiti West Local Government Area, Ekiti State.
Background of the study:
Tourism in Ikogosi has emerged as a dynamic driver of economic activity, significantly affecting local craft ind...
Cost-Volume-Profit Analysis in Small Enterprises: A Study of Gombe and Bauchi States
Background of the Study
Cost-Volume-Profit (CVP) analysis is a crucial managerial acco...
PUBLIC EDUCATION EXPENDITURE AND ECONOMIC GROWTH IN NIGERIA: 1970 - 2010
ABSTRACT
Theoretical and empirical evidences support the prime role of public education expenditure in rapid and persistent economic grow...
An Appraisal of the Cost-Effectiveness of Health Insurance Schemes in Plateau State
Background of the Study
Health insurance is a critical mechanism for ensuring access to affordable heal...
THE ADMINISTRATION OF LOCAL GOVERNMENT AND CHALLENGES OF RURAL DEVELOPMENT
Abstract
The major concern of this research work is to assess the role of Idemili South Local Government Area of Anambra...
An evaluation of renewable energy adoption and environmental sustainability in Ife Central Local Government Area, Osun State
Background of the Study
Renewable energy adoption is recognized as a cornerstone of environmental sustainability, especially in areas wit...
