Challenges in a Big Data Based Advertising Service Development
Main Article Content
Kenyth Alves de Freitas
Luiz Carlos Di Serio
Abstract
This case study aims to understand the challenges in developing a new advertising service based on Big Data. Jamworks software from Casa Vaticano is able to measure the outcome of an advertising campaign, profile their consumers, and make personalized product announcements on digital media. As Casa Vaticano, the company who developed this software, is not an IT company, a large number of technical skills emerged as necessary for the development process. In this manner, it is necessary to analyze which choices can be made during the acquisition of new skills. The pedagogical objectives of this case seek to analyze the service development process and discuss the main difficulties of positioning an innovation in the market and obtaining new skills. Thus, this case can be used in technical, undergraduate, and both theoretical and applied graduate courses, as well as in professional education, in subjects related to innovation, service management, entrepreneurship, advertising production, and strategic capability development.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
How to Cite
Freitas, K. A. de, & Di Serio, L. C. (2018). Challenges in a Big Data Based Advertising Service Development. Journal of Contemporary Administration, 22(5), 804-816. https://doi.org/10.1590/1982-7849rac2018170377
Section
Cases for Teaching
Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.
After article acceptance, the authors must sign a Term of Authorization for Publication, which is sent to the authors by e-mail for electronic signature before publication.