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FlixBus: toward the development of predictive analytics
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Orientador(es)
Resumo(s)
Data is considered today by many the new oil of the century. As the amounts of data generated
increase at fast pace, so does the challenges faced by companies. With new tools and technology
firms try to keep up with the ever changing nature of data in order to gain an advantage within
the competitive landscape. Nevertheless there is still a long road to completely understand all
data related topics. Marketing is on of the main activities that has evolved and acquired a strong
data focus. This paper examines how companies can better understand data and generate more
effective strategies in order to incorporate analytics into the marketing mix. The study provides a
better understanding of the main data definitions and develops a case study about FlixBus a
global mobility leader, which offers a framework to assess big data capabilities, such as the main
sources of data, the different analytical methods and its applications and finally the main
challenges that might be encountered by companies.
Descrição
Palavras-chave
Big data Big data analytics Big data methods Big data challenges Descriptive analytics, Predictive analytics Prescriptive analytics Big data analytics capability