Big data analytics in marketing of dairy products: a case of Jesa Dairy Farm

Abstract

Big data analytics is one the means of understanding customer demands and needs. Organizations use various methods to analyse data and get insights out of them. The study specifically sought to evaluate big data analytics at Jesa dairy farm. The study adopted a descriptive research design. The sample size constituted 59 staff from Jesa dairy farm. The research used purposive and a simple random technique. Staffs were selected using simple random method while managers were purposively selected. Data was collected using structured questionnaires which employed a five-point Likert scale in rating various responses. Data was analysed using statistical package for the social sciences, (SPSS). The descriptive analysis was done to show the mean, frequency distribution and percentage results. Findings revealed that Jesa has not fully incorporated big data analytics in its processes. From the study findings, Jesa dairy farm is facing the challenges of; insufficient understanding of big data analytics, lack of space for storing big volumes of data, Selecting the appropriate data storing and analysis tool, lack of professionals in handling and management of big data analytics, difficulty in integrating data from different sources, employees not taking an initiative to understand the importance of big data analytics, securing big volumes of data. From the appropriate strategies for solving the challenges include organizing seminars to train its staff on how to handle big data analytics, seek professional advice when selecting the best tool for storing and analysing big data, opt for modern techniques like compression, tiering, and reduplication to handle large data set, hire professionals to handle and manage big data analytics, purchase the right tools to manage data integration from different sources.