Big Data for Marketing

Objectives

Big data is a blanket term for the non-traditional strategies and technologies needed to gather, organize, process, and obtain insights from large datasets. In this course we will discuss the challenges created by Big Data and the state-of-the-art approaches do deal with them with a focus on marketing applications.

During Lectures we will overview the complex and heterogeneous Big Data ecosystem, and the privacy and societal implications of brought by these technologies. A particular emphasis will be put into understanding the components that make up the popular Hadoop ecosystem (Hadoop, Hive, Kafka, Sqoop, and Spark) as well as the latest approaches to storing big data (NoSQL databases). During the lab’s students will obtain hands on experience with Spark in the Databricks notebook environment.