Application of Big Data Analytics in Telecommunication Sector Company in Sri Lanka: with Reference to Marketing Perspective

Abstract

The business world is getting competitive and complex day by day. The customer needs and expectations also changing rapidly. Therefore, making effective strategic marketing decisions in a short time is essential to hold a competitive advantage. Especially in the telecommunication sector, there are lots of data to be handled every day. By analyzing all those data and extracting the most critical insights and use those insights for strategic marketing decisions is essential to remain as the market leader. Today, Big Data Analytics is used to analyses massive databases and find patterns and extract valuable information and insights. Therefore, this research investigates on strategic marketing decisions, Big Data Analytics and how Big Data Analytics use in telecommunication sector to make strategic marketing decisions. Moreover, this research examines how Big Data Analytics can be applied to perform customer segmentation based on Psychographic segmentation by analyzing URLs using artificial neural network techniques. This study will provide suitable recommendations for the telecommunication companies to apply big data analytics to improve the revenue, and finally it points out the possible future study areas.