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Christoph Wortmann
Former Member
Title
M.Sc.
Last Name
Wortmann
First name
Christoph
Phone
+41 71 224 2834
Now showing
1 - 9 of 9
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PublicationType: journal articleJournal: Marketing Review St. GallenIssue: 2
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PublicationBrave New World 2.0? How Big Data Affects Managerial Decision-Making in Marketing(European Marketing Academy (EMAC), Annual Conference, 2017)Type: conference paper
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PublicationToo Much of a Good Thing? How Big Data Changes Managerial Decision Making in Marketing(European Marketing Academy (EMAC), 2016-05-24)Type: conference paper
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PublicationEvaluating Data Integration in the CRM context at the example of the automobile industryThe overall aim of this paper is to show a practical application example of data integration and data mining in marketing within a real-world data set from the automotive industry. In this context, the underlying assumption is that the more relevant data predictive models are provided, the better the accuracy of the predictions and thus, the better the targeting of customers. In doing so, one major challenge is the resulting missing data problem that has to be solved before a predictive model can be applied. The present paper first outlines all necessary steps for a successful data integration in a CRM context, followed by an application/evaluation of different methods for solving the resulting missing value problem. Finally, the value generation of this data integration approach will be assessed as well.Type: conference paper
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PublicationGoogle Knows it Better? Ein Plädoyer für integrierte und wider ausschließlich verhaltensorientierte Ansätze zur strategischen KundensegmentierungDer vorliegende Beitrag hat sich zum Ziel gesetzt, den Hype um „Big Data“ und verhaltensbezogene Daten kritisch zu hinterfragen – insbesondere hinsichtlich der Eignung für langfristige Markt- und Kundensegmentierungen. Dabei soll keinesfalls die Bedeutung dieser neuen Datenquellen geringgeschätzt werden; auch sind Verhaltensdaten für so manche kurzfristige, handlungsorientierte Kundensegmentierung durchaus wertvoll. Für eine langfristige, strategische Segmentierung reichen sie jedoch nicht aus. Dazu ist eine mehrdimensionale, integrierte Kundensegmentierung von Vorteil, die neben Eigenschaften und Verhalten auch Einstellungen und Lebenswelten der Kunden berücksichtigt. Um die hinter dem Kundenverhalten liegenden Motive und Ursachen zu berücksichtigen, liefern beispielsweise die Sinus-Milieus eine wertvolle Basis.
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PublicationType: conference lecture
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PublicationToo much of a good thing? How Big Data changes managerial decision making(Society for Judgment and Decision Making (SJDM), Annual Conference, 2015-11-22)The increasing digitalization of business processes generates massive amounts of available data sources. Having triggered great enthusiasm among practitioners and researchers alike, without doubt, these developments are of particular relevance and impact. Whereas organizations aim to generate actionable insights from Big Data, researchers want to better understand human decision processes and develop increasingly sophisticated analytical models. Surprisingly, potential negative consequences of Big Data are widely unexplored. Addressing this research gap, this project examines whether Big Data may inhibit managers' creative and intuitive thoughts, thereby limiting an organization's innovativeness. Finally, psychological mechanisms and ways to counteract these detrimental effects are investigated.Type: conference poster
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PublicationType: conference speech