"Datacentrerat värdeskapande för sakens skull, det blir man bara fattig på" : Datadrivet värdeskapande genom BDA för kundupplevelsehantering för online-magasin

Sammanfattning: The objective of this study is to explore how data-driven value can be created for online magazines through big data analytics for customer experience management. Big data analytics can help online magazines to gain insights into customer behavior, preferences, and needs, which can be used to create a better customer experience and provide assistance in the process of decision making. This study willuse a mixed-method approach to collect and analyze data. The study started with aliterature review to identify the key concepts related to data-driven value creation,big data analytics, and customer experience management. The study then performed interviews and web analytics of provided data from the examined organization. The data has been analyzed through a thematic analysis of two interviews with the editor-in-chief of the magazine as well as an expert on dataanalytics. Data collected by the examined organization was analyzed but required further expertise in order to enlighten its value. The study has provided insights for how online magazines and similar organizations to the one studied can leverage bigdata analytics to create value for their customers, and to provide better insight into the preferences of their customers as well as to assist decision making.