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Data Literacy Across Target Groups
Data Literacy Across Target Groups

Author(s): Michal Kubovics, Anna Zaušková
Subject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Business Ethics, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: data; data literacy; data-driven marketing; marketing data;

Summary/Abstract: Nowadays, businesses across various segments are trying to apply data into their decision-making processes. This procedure can only be accomplished by analysing opportunities for data collection and storage. If these data are not at disposal any longer, data literacy enables us to work with data and analyse them. Consequently, the company management may decide about the following strategic steps. The main goal of this papers is to observe and clarify data literacy in the Slovak business environment by means of the research. The paper compares data literacy in target groups and the impact of education on proper final values. The goals are accomplished by clarifying the data package of answers provided by the standardised questionnaire. These are subsequently sorted into eliminants which are intercompared and the conclusions are drawn herefrom. Target groups are defined into four main categories: baby boomers, Generations X, Y and Z. The outcome of the paper presents the need for data literacy in business entities while providing a clear picture of data literacy across the Slovak business environment.

  • Issue Year: 7/2020
  • Issue No: 1
  • Page Range: 342-350
  • Page Count: 9
  • Language: English