International Journal of Innovative Research and Development

Abstract

Data refers to the raw facts scattered across the organization. It serves the basis for generating information which leads to organizational decisions. The data is consolidated and stored in a data warehouse across the organizations over a period of time for trend analysis, comparisons and forecasting, allowing the enterprise data warehouse, enjoy the benefit of a strategic system. However, in past few years internet clicks are generating the volume of data which is precious for innovation. With comprehensive performance data available, companies can identify and focus on the high return improvement opportunities in business leading the improved performance in revenue. Storage and analysis of this data is imposing a challenge in traditional data warehousing technique.  This paper is an attempt to examine the importance of data warehousing as well Big Data for an organization. The paper also attempts to explore what can be a way beyond data warehousing for effective management of Big Data.

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Abstract

Mobile Marketing refers to the use of the mobile as a medium for marketing communication. Today mobile has become the second shadow of customers. It is the extension of their lifestyle. Mobile channel allows companies to reach a wide range of people, at the same time directing the communication to a targeted audience. Marketers should understand the importance of overall customer experience and try to take the advantage of exploding growth of mobile market. The overall customer experience can be identified by different parameters like awareness, consideration, intent and support which may lead to loyalty and advocacy. These parameters are explained by the concept of ‘customer hourglass’. The study explores the effectiveness of mobile marketing by analysing a few case-studies on the customer hourglass and examines the preparedness of the Indian audience specially the youngsters and media people.

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