Özet:

In recent years, through advanced analytical methods supported by technology, new units have begun to be created within the enterprises to evaluate the customer data obtained from the Big Data Pool in a way that will benefit the enterprise and transform it into results that will generate customer satisfaction. The Big Data Analysis Units, which perform analyses for different business purposes in accordance with customer-based marketing strategies of, serve the same purpose as the Customer Relationship Management, one of the practices of marketing that puts customer-related communication in the forefront, and operate in cooperation. In this study, a large-scale private bank operating in Turkey has been conducted in profound conversations with the managers of the Customer Relationship Management (CRM) and Big Data (Big Data) analysis units. The data was designed using the Grounded Theory method, one of the Qualitative Research Methods, and analyzed through the Nvivo 12 Qualitative Data Analysis Program. Relationships between themes and concepts were made in the marketing communication axis, and the dimensions of the relationship and cooperation between the two units were tried to explain. According to the data analysis, the adoption of the Big Data and Customer Relationship Management cooperation as a marketing strategy in the enterprises will make a positive contribution to the business’ profitability and customer loyalty/satisfaction goals.

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