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Program Approach to the Big Data Technology Implementation in Media

Student: Gorbacheva Ekaterina

Supervisor: Alexander Gabrielov

Faculty: Graduate School of Business

Educational Programme: Project Management: Project Analysis, Investments, Implementation Technology (Master)

Year of Graduation: 2020

Big Data technology is one of the biggest differentiator of the business in the information-oriented society. This paper argues for the need for leveraging Big Data as an innovative technology in media companies on the example of TheQuestion company. The paper presents two research questions: 1. How do companies profit from Big Data in the media industry? and 2. What difficulties do companies face when implementing a new technology solution (Big Data) in their media industry business? The answer to the first research question was found using the case-study method, and the answer to the second research question was found using the questionnaire method and DEMATEL (Decision-making trial and evaluation laboratory method). The paper also gives an overview of the company’s changes during and after Big Data implementation, and offers some ideas of organizational and technical suggestions to managers and analysts involved in the program implementation.

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