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Big Data in Marketing

Akshatha A.M. S., Mohammed Rafi

Abstract


Abstract

Marketers live in a world that is creating 2.5 Exabyte of data each and every day. Marketing researchers and analysts have relied on two types of data: primary data and secondary data. Primary data is collected to answer specific research questions like “What new features do our customers want added to our product?” Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution in decision-making.

 

Keywords: Big data, business decision, data visualization, marketing


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DOI: http://dx.doi.org/10.37591%2Fecft.v7i3.2604

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