Nottingham University Business School
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Myria Kkalis

BA Hons Management Studies MA Marketing.
ILTP- Teaching Qualification


Email: Myria.Kkalis@nottingham.ac.uk

Current Status: Submitted
Year of Registration: 2012
Expected Completion Date: /09/2015

Primary Funding Source:
Business School Scholarship (GTA)

Research Topic:
: SENSEMAKING IN A DATA MARKETING SETTING: AN INVESTIGATION INTO MARKETERS' MEANING CREATION IN A DATA WORLD.

Research Details:
With the emergence of the Internet and the huge improvements in technology, most aspects in organisational strategy are controlled and backed up by data, gathered in huge amounts in a very short period of time, sometimes even instantly data about firm performance, sales and competitors, and data about consumers. In the same manner, data-driven marketing has emerged which involve the entire organisation working together (cross-functional) in an effort to understand customers in a deeper manner, and servicing them more effectively and efficiently, with the ultimate purpose of increasing sales. Data is now big business, with the analysis of data now used to support organisational decision-making and marketing strategy.
However, research has questioned the effectiveness of data mining techniques, focusing on the issue of data quality, which in turn affect the effectiveness of data driven marketing practices, which many times do not reflect data. Authors such as Payne and Frow (2005) and Jayachandran et al (2004) have argued that the relationship between the marketing managers (who make decisions based on customer data) and the data analysts (who analyse the data and have the responsibility of communicating what the data is saying) can impede successful data driven marketing implementation.
This study is focusing on Sensemaking and Sensgiving literature, and tries to uncover instances where sensegiving and sensemaking instances take place, and the effect those instances have to the transfer of customer data knowledge from department to department.
CurrentTeaching: Consumer Behaviour (N13701 UK) (SPR 15-16)

Research Supervisor/s: Andrew Smith and Robert Cluley

Division: Marketing


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