CONVERTENDO DADOS EM CONTEÚDO: BIG DATA E MARKETING ORIENTADO A DADOS COMO ESTRATÉGIA DE COMUNICAÇÃO PARA O INSTAGRAM

Abstract

With the evolution of digital and information technologies, the forms of communication have changed. One of the consequences of this evolutionary process was the possibility of generating and analyzing an immense amount of data regarding the behavior of users on the internet. This study has as its theme the process of building a data-oriented communication and marketing strategy in the context of Big Data. This research has an exploratory and qualitative approach, using bibliographic research and case study as methods. Through bibliographical research, the concepts of Big Data and the attributes that define it are approached; the evolution of marketing and the clarification of what data-driven marketing is; the role of data analytics and the effects of big data extensions in the development of social media strategies. In view of these aspects, the purpose of this study is to understand, through media analysts, how the relationship of the four attributes of Big Data (volume, variety, speed and veracity) occurs and to elucidate the use of data for the construction of marketing actions aimed at producing content on Instagram.