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    A Qualitative Study on the Use of Big Data in Marketing Insights in the Banking Sector
    (Sosyoekonomi Soc, 2025) Olgac-Akar, Yasemin; Faiz, Emel; Oncu, Mehmet Akif
    This study aims to determine how data obtained from different sources in the banking sector is used for marketing insights targeting customers. The research scope encompasses 38 banks listed on the Banking Regulation and Supervision Agency (BRSA) website, comprising 32 deposit banks and six participation banks. The data was collected through interviews with 20 participants from 13 banks. Descriptive and content analysis methods were used in the analysis process. The study's findings indicate that banks utilise big data for risk management, fraud detection, and customer relationship management. Additionally, banks effectively use all data obtained from internal and external processes to inform marketing insights, encompassing product, price, distribution, promotion, people, physical evidence, and process components.