The Role of Creativeness in Business Analysis in the Context of Marketing Data Analysis
DOI:
https://doi.org/10.33119/SIP.2018.162.7Keywords:
creativeness, competences, business analytics, marketing data analysisAbstract
As the interest in business analytics was growing, there was a demand for specialists in the area called data science, i.e. the science devoted to data and their analysis (algorithms, tools and applications). In the era of the dynamic development and popularization of information technology, it is a prerequisite for the market operation; and competitiveness is determined be the creative application of available data and technologies. The aim of this article is to indicate the possibilities and areas of creative activities in the process of data analysis. These activities are meant to create value added for the company and customers. The presented considerations are based on a standard model of data analysis process CRISP-DM, and the conclusions are supported by the author’s observations and experience acquired in the course of implementation of the project exploring the marketing data of retail shops in Poland.
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3. Ibrahim B., DeMiranda M. A., Siller T. J., The Correlation Between Creativity and Engineering Knowledge Among Engineering Undergraduate Students, „Institute of Electrical and Electronics Engineers Inc.” 2016, no. 38, DOI: 10.1109/ICEED.2016.7856090.
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7. Leonard D., Barton M., Knowledge and the Management of Creativity and Innovation, w: The Oxford Handbook of Innovation Management, red. M. Dodgson, D. Gann, N. Phillips, Oxford University Press, 2014.
8. Miron E., Erez M., Naveh E., Do Personal Characteristics and Cultural Values that Promote Innovation, Quality, and Efficiency Compete or Complement Each Other? „Journal of Organizational Behavior” 2004, no. 25, s. 175–199.
9. Mitchell T., Decision Tree Learning, „Machine Learning” 1997, no. 414, McGraw Hill.
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11. Pawełoszek I., Wieczorkowski J., Big Data as a Business Opportunity: An Educational Perspective, „Computer Science and Information Systems (FedCSIS)” 2015, Federated Conference on IEEE.
12. Shearer C., The CRISP-DM Model: The New Blueprint for Data Mining, „Journal of Data Warehousing” 2000, no. 5, s. 13–22.
13. Smith A. M., Mateas M., Knowledge-Level Creativity in Game Design, Proceedings of the 2nd International Conference on Computational Creativity ICCC, 2011.
14. Sokół A., Figurska I., Creativity As One of the Core Competencies of Studying Knowledge Workers, „Entrepreneurship and Sustainability Issues” 2017, no. 5 (1), s. 23–35.
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19. Ziora L., The Sentiment Analysis As a Tool of Business Analytics in Contemporary Organizations, „Studia Ekonomiczne, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach” 2016, nr 281.
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1. Baykara B., Impact of Evaluation Methods on Decision Tree Accuracy, University of Tampere, Finland 2015, http://tampub.uta.fi/bitstream/handle/10024/97207/GRADU-1432814149.pdf;sequence=1 (17.04.2018).
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Published
2019-08-07
How to Cite
Pawełoszek, I. (2019). The Role of Creativeness in Business Analysis in the Context of Marketing Data Analysis. Studies and Work of the Collegium of Management and Finance , (162), 89–104. https://doi.org/10.33119/SIP.2018.162.7
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