The Strategy of Use of Big Data in Integrated Communication Campaigns in Russian Banking Sector

Student: Stetsenko Polina

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2017

This work is aimed to provide the recommendation to build a strategy of using Big Data in integrated communications by banks. Recommendations were derived on the basis of case studies and expert interviews with representatives of leading banks and communication agencies. Recommendations were derived from the model RACE.

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