Fenomen “Big data” – uticaj na poslovno i javno okruženje
Sažetak
Predmet istraživanja u ovom radu je fenomen velike količine podataka (“big data”) i primena “big data” tehnologija za potrebe preduzeća, sa posebnim akcentom na marketing i trgovinu. Cilj istraživanja je da se napravi sveobuhvatan pregled različitih rasprava o karakteristikama, mogućnostima primene, dostignućima, ograničenjima i budućnosti razvoja koncepta “big data”. Na osnovu relevantne literature u radu je predstavljen koncept i diskutovan potencijal uticaja velike količine podataka na poslovne aktivnosti. Jedan od najvažnijih zaključaka je da velika količina podataka u poslovnoj areni dovodi do pojave novih poslovnih modela, kao i izmene već postojećih modela. Značajan deo rada je posvećen marketingu i marketinškim istraživanjima koja su pod snažnim uticajem fenomena “big data”. Najinteresantniji rezultati istraživanja u ovoj oblasti odnose se na inovativne mogućnosti profiliranja kupaca. Pored ogromne količine struktuiranih podataka koji se već duže vreme koriste u marketingu, nove inicijative korišćenja velike količine podataka ukazuju na uključivanje polustruktuiranih i nestruktuiranih podataka, čime se otvara prostor za značajna poboljšanja u analizi profila kupaca. S obzirom da je korišćenje informaciono komunikacionih tehnologija (IKT) preduslov za uspeh “big data” projekata, predstavljen je koncept Indeksa spremnosti zemalja za primenu informaciono-komunikacionih tehnologija (Network Readiness Index - NRI) i analiziran je položaj Srbije i zemalja u regionu u kontekstu ovog pokazatelja. Glavni rezultat analize je da se Srbija, sa svojom vrednošću NRI indeksa pozicionirala na najniže mesto u regionu, sa izuzetkom Albanije. Isto tako, posmatrajući prosečne vrednosti NRI kompozitnih indikatora za zemlje EU, uočava se da Srbija zaostaje po svim indikatorima. Dalje, ova analiza otkriva oblasti primene IKT u Srbiji, koje bi mogle biti značajno unapređene primenom odgovarajućih podsticaja. Ove oblasti su: političko, pravno, poslovno i inovativno okruženje, poslovna upotreba IKT, upotreba IKT u javnom sektoru, kao i društveni uticaj IKT.
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