Makine Öğrenmesi Pazarlama ve Veri Analitiği
Özet
Veri analizi pazarlamanın en temel yapıtaşlarından müşteri analizi ve müşteri ilişkilerini yönlendiren, değerlendiren mekanizmadır. Geçmişten günümüze teknolojinin gelişmesiyle birlikte insan gücüne olan ihtiyacın azalmasıyla veri analizi makine öğrenmesi yoluyla yapılmaktadır. Pazarlamada makine öğrenmesi hedef kitlenin ulaşılabilen her türlü bilgisiyle müşteri odaklı yaklaşımı benimsemektedir. Her bir müşteriye özel kişiselleşmiş reklamlar, indirimler, ürünler ve hizmetler en etkileyici biçimde müşteriye sunularak daha uzun ömürlü ve sağlıklı şirket- müşteri ilişkisi sağlanarak en yüksek pazar payına ve kâr marjına ulaşmayı hedeflemektedir. Bu makalede günümüzde veri analizinin bir numaralı aracı konumunda olan makine öğrenmesi ve pazarlamanın ilişkisi araştırılmıştır.
Data analysis is the mechanism that directs and evaluates customer analysis and customer relations, one of the most basic building blocks of marketing. With the development of technology from past to present, the need for manpower has decreased, and data analysis is done through machine learning. Machine learning in marketing adopts a customer-oriented approach with all kinds of information available to the target audience. It aims to reach the highest market share and profit margin by providing a longer and healthier company-customer relationship by offering personalized advertisements, discounts, products and services specific to each customer in the most impressive way. In this article, the relationship between machine learning and marketing, which is the number one tool of data analysis today, has been investigated.
Referanslar
Alastyr, A. (2021, 27. Januar). Veri Nedir? Veri Analizi Nasıl Yapılır? Veri Analiz Uzmanı Ne İş Yapar. Alastyr. https://www.alastyr.com/blog/veri-nedir-veri-analizi-yapmak/
Amazon Web Services- AWS Amazon (o.D.) Veri Analizi Nedir? - Veri Analizine Ayrıntılı Bakış. https://aws.amazon.com/tr/what-is/data-analytics/
American Marketing Association. (2023, 10. Januar). What is Marketing? — The Definition of Marketing — AMA. https://www.ama.org/the-definition-of-marketing-what-is-marketing/
Arora, S. K. (o.D.). What is Data Analysis? Methods, Techniques & Tools. Hackr.io. https://hackr.io/blog/what-is-data-analysis-methods-techniques-tools
Baltaci, A. (2019). Nitel Araştırma Süreci: Nitel Bir Araştırma Nasıl Yapılır? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü dergisi, 5(2), 426–438. https://doi.org/10.31592/aeusbed.598299
Tableau. (o.D.). Big Data Analytics: What It Is, How It Works, Benefits, And Challenges. https://www.tableau.com/learn/articles/big-data-analytics#:~:text=Big%20data%20analytics%20describes%20the,the%20help%20of%20newer%20tools.
Bil, E. & Özkaya, M. (2021, 30. Juni). Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması. TroyAcademy. https://doi.org/10.31454/troyacademy.950686
Bosbici, O. (2022, 12. April). Machine Learning Marketing — 10 Applications for Growing Your Business. Medium. https://towardsdatascience.com/machine-learning-marketing-10-applications-for-growing-your-business-dfa14305a7cb
Brown, S. (2021b, April 21). Machine Learning, Explained. MIT Sloan. https://mitsloan.mit.edu/ideas-made-to-matter/machine-learning-explained
Deloitte Digital, (2022). E-Ticaretin Öne Çıkan Başarısı, Tüketici Davranışlarında Değişim ve Dijitalleşme. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consulting/E-ticaretin-one-cikan-basarisi-2022.pdf
Digital, R. (2022, 8. September). Veri Analizi Nedir? Related Digital | Tek Platformda Üstün Dijital Pazarlama Otomasyonu. https://www.relateddigital.com/tr/blog/veri-analizi-nedir/#:~:text=Veri%20analizi%2C%20de%C4%9Ferli%20i%C3%A7g%C3%B6r%C3%BCler%20ke%C5%9Ffetmek,verileri%20analiz%20etmenize%20ba%C4%9Fl%C4%B1%20olacakt%C4%B1r.
Dumitriu, D. & Popescu, M. (2020). Artificial Intelligence Solutions for Digital Marketing. Procedia Manufacturing, 46, 630–636. https://doi.org/10.1016/j.promfg.2020.03.090
GeeksforGeeks. (2022, 22. November). Difference between Traditional data and Big data. https://www.geeksforgeeks.org/difference-between-traditional-data-and-big-data/
IBM (o.D.-a). What is Machine Learning? https://www.ibm.com/topics/machine-learning#toc-makine-ren-FTcTivYo
IBM (o.D.-b). What is Unsupervised Learning? https://www.ibm.com/topics/unsupervised-learning#:~:text=the%20next%20step-What%20is%20unsupervised%20learning%3F,the%20need%20for%20human%20intervention.
ICB - InterConsult Bulgaria Ltd. (2019a). Marketing and Artificial Intelligence. Questa Soft. https://www.ceeol.com/search/article-detail?id=775030
ICB - InterConsult Bulgaria Ltd. (2019b). Marketing and Artificial Intelligence. Questa Soft. https://www.ceeol.com/search/article-detail?id=775030
Kamps. U. (2023). Datenanalyse. https://wirtschaftslexikon.gabler.de/definition/datenanalyse-30331/version-253916
Lawrence, A. & Lawrence, A. (2021, 16. Januar). Data Analytics and Machine Learning: Let’s Talk Basics | AnswerRocket. AnswerRocket | Data Analysis Made Easy. https://www.answerrocket.com/data-analytics-machine-learning/
Mani, C. (2020, 20. Oktober). How Is Big Data Analytics Using Machine Learning? Forbes. https://www.forbes.com/sites/forbestechcouncil/2020/10/20/how-is-big-data-analytics-using-machine-learning/?sh=13ca0ad471d2
MIT Professional Education (2023, 25. April). Machine Learning: From Data to Decisions. https://professional.mit.edu/course-catalog/machine-learning-data-decisions
Olson, C. & Levy, J. (2018). Transforming marketing with artificial intelligence. Applied Marketing Analytics, 3(4) (2018) 291-297.
Oracle Türkiye (o.D.-b). Makine Öğrenimi nedir? https://www.oracle.com/tr/artificial-intelligence/machine-learning/what-is-machine-learning/
Öztürk, E. E. (2020, 5. September). Makineler Nasıl Öğrenir? - Veri Bilimi Okulu. Veri Bilimi Okulu. https://www.veribilimiokulu.com/makineler-nasil-ogrenir/#:~:text=Denetimli%20(G%C3%B6zetimli)%20%C3%96%C4%9Frenme%20(Supervised%20Learning)&text=Verileri%20ve%20o%20verilerden%20%C3%A7%C4%B1kan,makine%20veriler%20aras%C4%B1ndaki%20ili%C5%9Fkiyi%20%C3%B6%C4%9Frenmektedir.
Dimitrieska, S.; Stankovska, A.; Efremova, T. (2018). Artificial Intelligence and Marketing. Entrepreneurship, 6(2) (2018) 298-304.
Sanchez-Martinez, S., Camara, O., Piella, G., Čikeš, M., González-Ballester, M. Á., Miron, M., Vellido, A., Gómez, E., Fraser, A. G. & Bijnens, B. (2022). Machine Learning for Clinical Decision-Making: Challenges and Opportunities in Cardiovascular Imaging. Frontiers in Cardiovascular Medicine, 8. https://doi.org/10.3389/fcvm.2021.765693
JavaTPoint (o.D.). Supervised Machine learning. www.javatpoint.com. https://www.javatpoint.com/supervised-machine-learning
Tekin, I. (o.D.). Karma Yöntem Araştırmaları. prezi.com. https://prezi.com/3cvmzy7twkg5/karma-yontem-arastirmalari/
Tukey, J. W. (1962). The Future of Data Analysis. The Annals of Mathematical Statistics, 33(1), 1–67. http://www.jstor.org/stable/2237638
Yıldıztekin, İ. (2011). Maliyet Kontrolü İçin Faaliyet Analizi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25, 181–211. https://doi.org/10.16951/iibd.14512
Referanslar
Alastyr, A. (2021, 27. Januar). Veri Nedir? Veri Analizi Nasıl Yapılır? Veri Analiz Uzmanı Ne İş Yapar. Alastyr. https://www.alastyr.com/blog/veri-nedir-veri-analizi-yapmak/
Amazon Web Services- AWS Amazon (o.D.) Veri Analizi Nedir? - Veri Analizine Ayrıntılı Bakış. https://aws.amazon.com/tr/what-is/data-analytics/
American Marketing Association. (2023, 10. Januar). What is Marketing? — The Definition of Marketing — AMA. https://www.ama.org/the-definition-of-marketing-what-is-marketing/
Arora, S. K. (o.D.). What is Data Analysis? Methods, Techniques & Tools. Hackr.io. https://hackr.io/blog/what-is-data-analysis-methods-techniques-tools
Baltaci, A. (2019). Nitel Araştırma Süreci: Nitel Bir Araştırma Nasıl Yapılır? Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü dergisi, 5(2), 426–438. https://doi.org/10.31592/aeusbed.598299
Tableau. (o.D.). Big Data Analytics: What It Is, How It Works, Benefits, And Challenges. https://www.tableau.com/learn/articles/big-data-analytics#:~:text=Big%20data%20analytics%20describes%20the,the%20help%20of%20newer%20tools.
Bil, E. & Özkaya, M. (2021, 30. Juni). Büyük Veri Analizi ve Geleneksel Pazarlama Araştırmalarının Kısa Bir Karşılaştırması. TroyAcademy. https://doi.org/10.31454/troyacademy.950686
Bosbici, O. (2022, 12. April). Machine Learning Marketing — 10 Applications for Growing Your Business. Medium. https://towardsdatascience.com/machine-learning-marketing-10-applications-for-growing-your-business-dfa14305a7cb
Brown, S. (2021b, April 21). Machine Learning, Explained. MIT Sloan. https://mitsloan.mit.edu/ideas-made-to-matter/machine-learning-explained
Deloitte Digital, (2022). E-Ticaretin Öne Çıkan Başarısı, Tüketici Davranışlarında Değişim ve Dijitalleşme. https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consulting/E-ticaretin-one-cikan-basarisi-2022.pdf
Digital, R. (2022, 8. September). Veri Analizi Nedir? Related Digital | Tek Platformda Üstün Dijital Pazarlama Otomasyonu. https://www.relateddigital.com/tr/blog/veri-analizi-nedir/#:~:text=Veri%20analizi%2C%20de%C4%9Ferli%20i%C3%A7g%C3%B6r%C3%BCler%20ke%C5%9Ffetmek,verileri%20analiz%20etmenize%20ba%C4%9Fl%C4%B1%20olacakt%C4%B1r.
Dumitriu, D. & Popescu, M. (2020). Artificial Intelligence Solutions for Digital Marketing. Procedia Manufacturing, 46, 630–636. https://doi.org/10.1016/j.promfg.2020.03.090
GeeksforGeeks. (2022, 22. November). Difference between Traditional data and Big data. https://www.geeksforgeeks.org/difference-between-traditional-data-and-big-data/
IBM (o.D.-a). What is Machine Learning? https://www.ibm.com/topics/machine-learning#toc-makine-ren-FTcTivYo
IBM (o.D.-b). What is Unsupervised Learning? https://www.ibm.com/topics/unsupervised-learning#:~:text=the%20next%20step-What%20is%20unsupervised%20learning%3F,the%20need%20for%20human%20intervention.
ICB - InterConsult Bulgaria Ltd. (2019a). Marketing and Artificial Intelligence. Questa Soft. https://www.ceeol.com/search/article-detail?id=775030
ICB - InterConsult Bulgaria Ltd. (2019b). Marketing and Artificial Intelligence. Questa Soft. https://www.ceeol.com/search/article-detail?id=775030
Kamps. U. (2023). Datenanalyse. https://wirtschaftslexikon.gabler.de/definition/datenanalyse-30331/version-253916
Lawrence, A. & Lawrence, A. (2021, 16. Januar). Data Analytics and Machine Learning: Let’s Talk Basics | AnswerRocket. AnswerRocket | Data Analysis Made Easy. https://www.answerrocket.com/data-analytics-machine-learning/
Mani, C. (2020, 20. Oktober). How Is Big Data Analytics Using Machine Learning? Forbes. https://www.forbes.com/sites/forbestechcouncil/2020/10/20/how-is-big-data-analytics-using-machine-learning/?sh=13ca0ad471d2
MIT Professional Education (2023, 25. April). Machine Learning: From Data to Decisions. https://professional.mit.edu/course-catalog/machine-learning-data-decisions
Olson, C. & Levy, J. (2018). Transforming marketing with artificial intelligence. Applied Marketing Analytics, 3(4) (2018) 291-297.
Oracle Türkiye (o.D.-b). Makine Öğrenimi nedir? https://www.oracle.com/tr/artificial-intelligence/machine-learning/what-is-machine-learning/
Öztürk, E. E. (2020, 5. September). Makineler Nasıl Öğrenir? - Veri Bilimi Okulu. Veri Bilimi Okulu. https://www.veribilimiokulu.com/makineler-nasil-ogrenir/#:~:text=Denetimli%20(G%C3%B6zetimli)%20%C3%96%C4%9Frenme%20(Supervised%20Learning)&text=Verileri%20ve%20o%20verilerden%20%C3%A7%C4%B1kan,makine%20veriler%20aras%C4%B1ndaki%20ili%C5%9Fkiyi%20%C3%B6%C4%9Frenmektedir.
Dimitrieska, S.; Stankovska, A.; Efremova, T. (2018). Artificial Intelligence and Marketing. Entrepreneurship, 6(2) (2018) 298-304.
Sanchez-Martinez, S., Camara, O., Piella, G., Čikeš, M., González-Ballester, M. Á., Miron, M., Vellido, A., Gómez, E., Fraser, A. G. & Bijnens, B. (2022). Machine Learning for Clinical Decision-Making: Challenges and Opportunities in Cardiovascular Imaging. Frontiers in Cardiovascular Medicine, 8. https://doi.org/10.3389/fcvm.2021.765693
JavaTPoint (o.D.). Supervised Machine learning. www.javatpoint.com. https://www.javatpoint.com/supervised-machine-learning
Tekin, I. (o.D.). Karma Yöntem Araştırmaları. prezi.com. https://prezi.com/3cvmzy7twkg5/karma-yontem-arastirmalari/
Tukey, J. W. (1962). The Future of Data Analysis. The Annals of Mathematical Statistics, 33(1), 1–67. http://www.jstor.org/stable/2237638
Yıldıztekin, İ. (2011). Maliyet Kontrolü İçin Faaliyet Analizi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25, 181–211. https://doi.org/10.16951/iibd.14512
