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Wertschöpfung durch Big Data und Analytics by Kapferer, Daniel

Wertschöpfung durch Big Data und Analytics

by Daniel Kapferer
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Book cover type: Paperback
  • ISBN13: 9783668827431
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 52
  • Original Price: USD 39.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 82 grams
  • BISAC Subject(s): General

Bachelorarbeit aus dem Jahr 2018 im Fachbereich BWL - Sonstiges, Note: 1,3, Universität Regensburg (Informationssysteme), Sprache: Deutsch, Abstract: Im Zuge des Cambridge Analytica Skandals, der sich Ende März dieses Jahres zugetragen hat, wurden unerlaubterweise von etwa 87 Millionen Facebook Konten Daten benutzt, um potenzielle Wähler in den USA zu beeinflussen. Als Konsequenz dessen haben viele Nutzer und Stakeholder des bekannten sozialen Netzwerks ihr Vertrauen in eben dieses verloren, was sich sofort negativ an der Börse für das Unternehmen bemerkbar machte. Im Zeitraum von nur wenigen Tagen nach Bekanntmachung des Datenmissbrauchs sank der Börsenwert von Facebook um ca. 50 Billionen Dollar. Über die ethische Verwendung von Datenanalysen insbesondere von Nutzerdaten lässt sich streiten jedoch ist am Beispiel von Cambridge Analytica ersichtlich, dass es eine Gradwanderung zwischen signifikanten Nutzen für die Anwender und negativen rechtlichen Konsequenzen aus Gründen wie des Nichteinhaltens des Datenschutzes ist. Allerdings bietet das Sammeln, Aufbereiten und Analysieren von Daten ein beträchtliches Potenzial zur Wertschöpfung für immer mehr Unternehmen, die sich mögliche neue Einsichten aus den Daten nicht entgehen lassen wollen. Die Möglichkeiten zur Wahlmanipulation wie im Falle von Cambridge Analytics zeigen deutlich, dass man durch die richtige Aufbereitung von wertvollen Daten und deren geschickter Verwendung sogar in gewisser Weise Macht erhalten kann. Es lässt sich nicht von der Hand weisen, dass den Daten aufgrund dieser Tatsache ein Wert zugrunde liegen muss, der womöglich sogar messbar ist. Die Messbarkeit eines spezifischen Wertes für Daten würde es ermöglichen schon im Vorhinein zu entscheiden, ob es gewinnbringend wäre eine Analyse durchzuführen oder ob man sich doch gegen eine Analyse entscheidet, da die potenziellen Kosten den Nutzen der Daten überwiegen. Aber auch eine Kennzahl, die im Nachhinein möglichst genau angeben kann, wie hoch die R

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