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大數據被比喻為未來的新黃金，是電子商務經營者瞭解消費者行為以進行精準行銷、甚至是預測顧客未來購物行為的重要工具。大數據有三大特性:大量化(volume)、多樣化(variety)、快速化(velocity)。因此，如何將巨大的資料做有意義的處理與解釋，並使分析過程模組化與程式化，以掌握市場先機，是大數據行銷的重要課題。本課程的主要目的是介紹大數據行銷的概念、數據庫建立的邏輯架構、與分析方法。
《 課程簡介 -- English 》
Big data has been thought to be the new gold in the near future. Electronic commerce enterprises rely big data for audience targeting and even predicting customer behaviors in the near future. Due to the three characteristics of big data: volume, variety and velocity, the critical issues of big data marketing are to analyze and interpret results meaningfully, and modulize and routinize the analysis process, in order to respond to market trends in real time. The purposes of this course are to introduce the concepts of big data marketing, the theoretical framework for establishing marketing database, and analysis methods.
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