The size of generated information has exploded over recent years. Organizations gather petabytes of data about the consumers, suppliers and even from the networked intelligent devices. At the same time our capability to collect, store and analyze massive amounts of data has developed rapidly. Thanks to the improvements in computing and communications technology, Big Data phenomenon has emerged in order to conceptualize and determine the boundaries of this ongoing trend. The private sector has already started to invest in Big Data analytics and have created value in terms of revenue. Recently, the public sector realized the power of the concept and potential benefits in solving social problems, as well as enhancing public service delivery. Although the data-intensive projects are growing in local and state governments, there is a limited number of researches that enrich the study with real implementations. Due to the novelty of the subject, the majority of the academic sources have focused on the definitions and characteristics of Big Data or the applications in the private sector organizations. In addition to this fact, little is argued about the critical success factors for Big Data analytics. In this research, the aim is to build the link between the phenomenon and public sector with the application of a proposed theory and finally identify the critical success factors in a context. The evidences are gathered from the city marketing project of the Municipality of Milano, where the subject is gaining interest for the purpose of promoting the city in the best way to the users. This thesis describes the concept of Big Data analytics starting from the evolution to the modern view, outlines the implemented cases and discussing the possible challenges. Moreover, the relevant area of the municipality, city marketing, is demonstrated briefly to give background knowledge. Lastly, the proposed theoretical framework has practiced on real action research to define the significant elements of the concept in the studied field of the public sector.
La dimensione delle informazioni generate è esplosa negli ultimi anni. Le organizzazioni raccolgono petabyte di dati sui consumatori, sui fornitori e persino dai dispositivi intelligenti in rete. Allo stesso tempo, la nostra capacità di raccogliere, archiviare e analizzare enormi quantità di dati si è sviluppata rapidamente. Grazie ai miglioramenti nelle tecnologie informatiche e di comunicazione, è emerso il fenomeno dei Big Data per concettualizzare e determinare i confini di questa tendenza in atto. Il settore privato ha già iniziato ad investire nell'analisi dei Big Data e ha creato valore in termini di ricavi. Recentemente, il settore pubblico si è reso conto della potenza del concetto e dei potenziali benefici nel risolvere i problemi sociali, oltre a migliorare l'erogazione del servizio pubblico. Sebbene i progetti ad alta intensità di dati stiano crescendo nelle amministrazioni locali e statali, ci sono poche ricerche che arricchiscono lo studio con implementazioni reali. A causa della novità della materia, la maggior parte delle fonti accademiche si è concentrata sulle definizioni e le caratteristiche dei Big Data o sulle applicazioni nelle organizzazioni del settore privato. Oltre a questo fatto, poco si discute sui fattori critici di successo per l'analisi dei Big Data. In questa ricerca, l'obiettivo è quello di costruire il legame tra il fenomeno e il settore pubblico con l'applicazione di una teoria proposta e, infine, identificare i fattori critici di successo in un contesto. Le evidenze sono raccolte dal progetto di marketing urbano del Comune di Milano, dove il soggetto sta acquisendo interesse al fine di promuovere al meglio la città presso gli utenti. Questa tesi descrive il concetto di analisi dei Big Data a partire dall'evoluzione fino alla visione moderna, delinea i casi implementati e discute le possibili sfide. Inoltre, l'area rilevante del comune, il marketing urbano, viene dimostrato brevemente per fornire le conoscenze di base. Infine, il quadro teorico proposto ha praticato su una ricerca di azione reale per definire gli elementi significativi del concetto sul campo di studio del settore pubblico.
Critical success factors for big data analytics in city marketing
DEMIR, ALI BASAR
2018/2019
Abstract
The size of generated information has exploded over recent years. Organizations gather petabytes of data about the consumers, suppliers and even from the networked intelligent devices. At the same time our capability to collect, store and analyze massive amounts of data has developed rapidly. Thanks to the improvements in computing and communications technology, Big Data phenomenon has emerged in order to conceptualize and determine the boundaries of this ongoing trend. The private sector has already started to invest in Big Data analytics and have created value in terms of revenue. Recently, the public sector realized the power of the concept and potential benefits in solving social problems, as well as enhancing public service delivery. Although the data-intensive projects are growing in local and state governments, there is a limited number of researches that enrich the study with real implementations. Due to the novelty of the subject, the majority of the academic sources have focused on the definitions and characteristics of Big Data or the applications in the private sector organizations. In addition to this fact, little is argued about the critical success factors for Big Data analytics. In this research, the aim is to build the link between the phenomenon and public sector with the application of a proposed theory and finally identify the critical success factors in a context. The evidences are gathered from the city marketing project of the Municipality of Milano, where the subject is gaining interest for the purpose of promoting the city in the best way to the users. This thesis describes the concept of Big Data analytics starting from the evolution to the modern view, outlines the implemented cases and discussing the possible challenges. Moreover, the relevant area of the municipality, city marketing, is demonstrated briefly to give background knowledge. Lastly, the proposed theoretical framework has practiced on real action research to define the significant elements of the concept in the studied field of the public sector.| File | Dimensione | Formato | |
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2019_07_Demir.pdf
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https://hdl.handle.net/10589/149370