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Journal articles on the topic 'Big data in marketing'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

Simakina, M. "Features of using Big Data technologies in marketing." Bulletin of Science and Practice 4, no. 6 (2018): 255–60. https://doi.org/10.5281/zenodo.1289864.

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The article discusses the applicability of Big Data technologies in modern marketing. The author analyzes the problems, limitations and risks of their application in practice. As a director of development of Big Data in marketing, the author focuses on Smart Data technologies.

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Graczyk-Kucharska, Magdalena. "Big Data as a Necessity of Modern Marketing." Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu 41 (2015): 265–78. http://dx.doi.org/10.18276/pzfm.2015.41/2-22.

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Pinarbasi, Fatih, and Zehra Nur Canbolat. "Big data in marketing literature." International Journal of Business Ecosystem & Strategy (2687-2293) 1, no. 2 (2019): 15–24. http://dx.doi.org/10.36096/ijbes.v1i2.107.

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The concept of big data is one of the important issues in business decision making in recent years. The expansion of social media platforms, the increase in data production devices and the evaluation and interpretation of the data produced by developing technology become crucial. Previous studies in the big data area have addressed the issue in limited contexts, and there are few studies in the field of marketing with a bibliometric approach. This study, which aims to examine how big data concept is evaluated in marketing literature, examines the publications on big data in indexed marketing j

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Matthew, N. O. Sadiku, C. Chukwu Uwakwe, Ajayi-Majebi Abayomi, and M. Musa Sarhan. "Big Data in Industry: An Overview." Journal of Scientific and Engineering Research 8, no. 8 (2021): 144–52. https://doi.org/10.5281/zenodo.10612339.

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<strong>Abstract</strong> With the rise of digital technology, big data has remarkably revolutionized the industry standards. Big data refers to large, hard-to-manage volumes of data, both structured and unstructured.  The marketing and sales of any industry largely depend on how data is used.  Industries that are improving their services through big data include healthcare, manufacturing, agriculture, telecommunications, retail, fitness, travel, finance, e-commerce, entertainment, banking, oil and gas, sports, and social media. This paper is an overview on the application of big dat

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Chasovskikh, V. P., and Е. V. Koch. "THE USE OF BIG DATA IN MARKETING RESEARCH." International Journal of Applied and Fundamental Research (Международный журнал прикладных и фундаментальных исследований), no. 3 2023 (2023): 47–50. http://dx.doi.org/10.17513/mjpfi.13521.

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Zheng, Shi, Xia Jin, and Wen Zheng. "Big Data Usage in Marketing Research." Frontiers in Business, Economics and Management 5, no. 3 (2022): 242–48. http://dx.doi.org/10.54097/fbem.v5i3.2029.

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In the marketing field, the use of big data in research can make us understand consumer deeply. In some areas of market research, big data is already established today. The social media analytics and the use of cookie data to measure internet coverage are two prominent examples. This essay combs through relevant literatures, discusses the big data uses in the marketing research and its contribution for decision-making. It presents a revision of main concepts about marketing research, the new possibilities of use and a reflection about limitations of big data in the marketing research.

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Diesperova, Natal'ya. "CAPABILITIES AND LIMITATIONS OF BIG DATA IN MARKETING." Russian Journal of Management 8, no. 4 (2021): 16–20. http://dx.doi.org/10.29039/2409-6024-2020-8-4-16-20.

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Using of Big Data increases the efficiency of solving of marketing tasks, including drawing up a portrait of a consumer and building communication with him, based on the analysis of information from social networks (Facebook) and search engines (Google). An assessment of the capabilities and limitations of these technologies showed that the use of Big Data doesn’t always provide the absolute best marketing solutions. Therefore, the use of Big Data seems to be justified in marketing only in a number of areas, directed by a professional marketer, for whom Big Data technologies are an effective t

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Mamlouk, Lamia, and Olivier Segard. "Big Data and Intrusiveness: Marketing Issues." Indian Journal of Science and Technology 8, S4 (2015): 189. http://dx.doi.org/10.17485/ijst/2015/v8is4/71219.

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Zanella-Martínez, Leonardo Mauricio, Fidel Ricardo Chiriboga-Mendoza, and Enrique Cristóbal Zambrano-Pilay. "Big data y marketing de experiencias." Revista Científica Arbitrada de Investigación en Comunicación, Marketing y Empresa REICOMUNICAR 2, no. 3 (2019): 15–22. http://dx.doi.org/10.46296/rc.v2i3.0034.

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Hoy por hoy, con el auge del internet y de la era digital, las empresas tienen el deber de adaptar sus estrategias y sistemas metodológicos de comercio para lograr crear y mantener la competitividad en los mercados existentes. En este marco contextual, el marketing de experiencias es una de las formas del marketing contemporáneo que busca crear dependencia a través de determinado producto o servicio en los consumidores, ofreciendo recursos empíricos para crear preferencias en los consumidores de una marca con respecto a otra marca. El marketing de experiencias, siendo una de las tantas formas

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Wu, Yiheng. "BIG DATA PROJECT - BANK MARKETING CAMPAIGN." European Journal of Economics and Management Sciences, no. 2 (2021): 3–15. http://dx.doi.org/10.29013/ejems-21-2-3-15.

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Barutçu, Merve Türkmen. "Big Data Analytics for Marketing Revolution." Journal of Media Critiques 3, no. 11 (2017): 163–71. http://dx.doi.org/10.17349/jmc117314.

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Chintagunta, Pradeep, Dominique M. Hanssens, and John R. Hauser. "Editorial—Marketing Science and Big Data." Marketing Science 35, no. 3 (2016): 341–42. http://dx.doi.org/10.1287/mksc.2016.0996.

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Lehenchuk, S. F., and T. O. Zavalii. "Big Data in marketing analytics: opportunities and problems of use." Problems of Theory and Methodology of Accounting, Control and Analysis, no. 1(54) (May 1, 2023): 52–58. http://dx.doi.org/10.26642/pbo-2023-1(54)-52-58.

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The relevance of conducting research in the direction of using Big Data to improve marketing activities has been grounded. A bibliometric analysis of publications on the subject of «Big Data and marketing» in the scientometric database Scopus has been carried out. The main aspects of using Big Data in marketing analytics have been grounded. The main advantages of using Big Data in marketing analytics have been analyzed. The prospects and opportunities for the development of marketing analytics based on the use of Big Data have been identified and characterized (improvement of interaction with

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Qin, Yumeng. "Analysis and Application of Big Data in Social Media Marketing." International Journal of Global Economics and Management 2, no. 2 (2024): 266–72. http://dx.doi.org/10.62051/ijgem.v2n2.33.

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This paper discusses the importance and advantages of big data analysis and application in social media marketing. With the popularity of social media platforms, big data analysis provides enterprises with opportunities to deeply understand user needs, optimize marketing strategies and improve marketing effects. This paper introduces the current situation of social media marketing, and expounds in detail the application of big data analysis in user portrait analysis, user behavior analysis and marketing effect evaluation. Through big data analysis, enterprises can formulate more accurate marke

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Wu, Jiatong, Jun Zhang, and Jing Qiao. "Adaptive Integration Algorithm of Sports Event Network Marketing Data Based on Big Data." Security and Communication Networks 2022 (May 27, 2022): 1–9. http://dx.doi.org/10.1155/2022/7660071.

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To address the issues of low-data integration accuracy and efficiency, as well as a lack of data integration impact, an adaptive data integration algorithm for sports event network marketing data based on big data is presented. The fundamental theory of tensor is researched by examining the notion and features of big data and by using the associated technologies of the big data framework. Collect network-marketing data from a variety of sporting events and feed it to a big data platform. Combined with MapReduce parallelization mode, tensor represents the online marketing data of sports events

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Johnson, Devon S., Laurent Muzellec, Debika Sihi, and Debra Zahay. "The marketing organization’s journey to become data-driven." Journal of Research in Interactive Marketing 13, no. 2 (2019): 162–78. http://dx.doi.org/10.1108/jrim-12-2018-0157.

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Purpose This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in marketing practice. It also seeks to uncover the challenges and identifiable stages of big data analytics implementation. Design/methodology/approach A total of 15 open-ended in-depth interviews were conducted with marketing and analytics executives in a variety of industries in Ireland and the USA. Interview tra

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Gold Nmesoma Okorie, Zainab Efe Egieya, Uneku Ikwue, et al. "LEVERAGING BIG DATA FOR PERSONALIZED MARKETING CAMPAIGNS: A REVIEW." International Journal of Management & Entrepreneurship Research 6, no. 1 (2024): 216–42. http://dx.doi.org/10.51594/ijmer.v6i1.778.

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The burgeoning field of big data analytics has revolutionized the landscape of marketing, offering unprecedented opportunities for personalized marketing campaigns. This review aims to synthesize the current state of knowledge on leveraging big data for personalized marketing, elucidating the objectives, methodologies, key findings, and conclusions drawn from recent research in this domain. The primary objective of this review is to explore how big data analytics can be effectively utilized to tailor marketing strategies to individual consumer preferences, behaviors, and patterns. Methodologic

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Bai, Chengwei, and Xiangting Chen. "A Case Study of Apples Success in Marketing Through Big Data Analysis." Advances in Economics, Management and Political Sciences 33, no. 1 (2023): 128–31. http://dx.doi.org/10.54254/2754-1169/33/20231647.

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Apple Inc. is one of the most successful technology companies in the world and has been at the forefront of the big data analytics and marketing revolution. The use of big data has become a key element in marketing, and Apple's approach is a good case study for companies seeking to use big data to enhance their marketing strategies. This paper will take it as a case study to discuss how to use big data to promote marketing. This paper will briefly introduce Apple and the concept of big data and marketing, then analyze how Apple applies big data to analyze the market, discuss Apples successful

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Tajidan, Tajidan, Halil Halil, Fernandez Edy, Efendy Efendy, Nabilah Sharfina, and Mulyawati Sri. "The customer satisfaction of store pasarmandalika.com regarding the attributes of vegetable and fruit products and strategies for increasing sustainable sales turnover." International Journal of Management and Commerce Innovations 11, no. 1 (2023): 443–50. https://doi.org/10.5281/zenodo.8375689.

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<strong>Abstract:</strong> Online marketing is increasingly sought after by customers to meet their needs, however the online marketing business is considered risky due to sharp fluctuations in sales turnover from time to time. In an effort to anticipate this risk, research was carried out with the aim of determining the level of customer satisfaction and the sustainability strategy of the online marketing business for fruit and vegetable products. To achieve the research objectives, research was carried out on the customers of the pasarmandalika.com store. As customers are hotels, restaurants

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Zhou, Dan. "Tourism destination marketing strategy driven by big data." Journal of Computational Methods in Sciences and Engineering 24, no. 4-5 (2024): 2593–609. http://dx.doi.org/10.3233/jcm-247486.

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In this study, the marketing strategy of tourism destination driven by big data is deeply discussed. Firstly, the application of big data in the tourism industry and the current strategy of tourism destination marketing are analyzed, and then the research methods are designed through factor analysis and big data analysis theory. After processing and factor analysis of the collected data, the influence of big data on tourism destination marketing strategy is analyzed, and the possible optimization path is explored. At the same time, the problems and challenges encountered in this process are al

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Vaughan, Richard J. "Examining the Data Analytics Skill Gap in Mid-Level Marketing Professionals, Driven by the Continuing Exponential Growth of Big Data." Journal of Business Theory and Practice 5, no. 3 (2017): 267. http://dx.doi.org/10.22158/jbtp.v5n3p267.

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<p><em>The purpose of this paper is to examine the impact of big data in the skill requirements of marketing professionals. Over 12,000 marketing job listings in the top six major marketing cities were researched to determine how many positions required big data analytics skills. 38% of big data’s biggest impact is in marketing, advanced analytics are used in customer-facing marketing, sales and customer service departments. This research found 39% of all marketing positions in the defined search criteria listed “big data” as a required skill in the combined six cities. It is inter

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Li, Qingrui. "Research on Optimization of Marketing Strategy Based on Big Data Analysis." Academic Journal of Management and Social Sciences 10, no. 1 (2025): 138–44. https://doi.org/10.54097/v8ef8s24.

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This research focuses on optimizing marketing strategies through big data analysis. By investigating the specific applications, challenges, and opportunities of leveraging big data in marketing, the study aims to develop a comprehensive framework for integrating data-driven insights into marketing decision-making processes. It examines the impact of big data-driven strategies on key performance indicators (KPIs), including customer acquisition, engagement, and conversion rates. The findings contribute to the development of best practices and frameworks for integrating big data into marketing d

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Terui, Nobuhiko. "Marketing Analytics: Statistical Modeling of Big Data and Small Data in Marketing." Japanese Journal of Applied Statistics 44, no. 1-2 (2015): 3–15. http://dx.doi.org/10.5023/jappstat.44.3.

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Lutsiі, Oleksandr, and Oleksandr Helevei. "Formation of Components of the Marketing Information System for Agricultural Products Using Big Data Methods." Oblik i finansi, no. 3(101) (2023): 145–51. http://dx.doi.org/10.33146/2307-9878-2023-3(101)-145-151.

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Big data is a source of innovation. Big data helps companies in various fields move towards digital transformation. The purpose of the article is to reveal the possibilities of using big data methods in marketing agricultural products to increase production efficiency, support the agricultural economy, and develop information marketing systems. The research identifies the possibilities of creating intelligent marketing systems based on big data; evaluates the technological challenges associated with collecting, storing and analysing large volumes of data in real-time; studies the localisation

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Yakhshiboeva, Laylo, and Oybek Eshbayev. "The Synergistic Impact of Artificial Intelligence and Big Data Analytics on Marketing Communication Strategies in Entrepreneurial Ecosystems: A Data-Driven Approach." Financial Technology and Innovation 3, no. 2 (2023): 16–22. http://dx.doi.org/10.54216/fintech-i.030202.

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In today's competitive entrepreneurial landscape, effective marketing communication strategies play a pivotal role in success. Entrepreneurs are increasingly adopting cutting-edge technologies like artificial intelligence (AI) and big data analytics to optimize their marketing efforts. This research explores the synergistic impact of AI and big data analytics on marketing communication strategies within entrepreneurial ecosystems, presenting a data-driven approach. The study assesses the current marketing communication landscape in entrepreneurial ventures, identifying challenges faced by entr

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Raximkulova, Madina Istamovna, and Dildora Erkin qizi Norbutayeva. "MARKETING SOHASI UCHUN BIG DATA TAHLIL QILISH USULLARI." Journal of International science networks 1, no. 4 (2025): 6–9. https://doi.org/10.5281/zenodo.14903925.

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<em>Maqolada marketing sohasida Big Data (Katta Ma’lumotlar) dan foydalanishning ahamiyati va usullari yoritilgan. Big Data tahlilining marketing strategiyalarini shakllantirish, mijozlar xatti-harakatlarini tushunish va marketing kampaniyalarini optimallashtirishdagi roli ko‘rsatilgan. Shuningdek, Big Data tahlili uchun qo‘llaniladigan asosiy usullar, vositalar va texnologiyalar haqida batafsil ma’lumot berilgan. Mijozlarga yo‘naltirilgan yondashuv, shaxsiylashtirilgan marketing va real vaqtda ma’lumotlarni qayta ishlash kabi tushunchalar o‘rganilgan.

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Mao, Ganfeng, and Liwen Dong. "Research on Marketing Strategy based on Social Media Big Data." Science, Technology and Social Development Proceedings Series 1 (October 2, 2024): 269–75. http://dx.doi.org/10.70088/zwwac169.

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With the rapid advancement of internet technologies, social media platforms have emerged as pivotal channels for information exchange and dissemination. The vast amounts of user-generated data provide businesses with unprecedented insights. The analysis of big data from social media allows for more precise and effective marketing strategies. This paper aims to explore the characteristics of big data from social media and analyze its applications in marketing strategies. By delving into data types, volumes, structures, and user behavior, it reveals the main challenges businesses face in big dat

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Ghasemaghaei, Maryam, and Goran Calic. "Assessing the impact of big data on firm innovation performance: Big data is not always better data." Journal of Business Research 108 (January 2020): 147–62. http://dx.doi.org/10.1016/j.jbusres.2019.09.062.

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Xu, Ying. "Research on Marketing Management Enabled by Big Data Technology." Proceedings of Business and Economic Studies 8, no. 2 (2025): 287–92. https://doi.org/10.26689/pbes.v8i2.10336.

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In the era of big data, data has gradually become an important asset of enterprises, and the application of big data technology has gradually become the key to the optimization of enterprise marketing management mode. Enterprises take the initiative to meet the development trend of the times, rely on big data technology to effectively process and analyze data, innovate decision-making methods and operation models, and achieve efficient marketing and fine management, which is an important way to improve their market competitiveness. Therefore, the author first analyzes the empowering role of bi

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Qingqing, Yang. "Research on the Application of Big Data in Marketing Management." Journal of Business and Marketing 1, no. 4 (2024): 87–89. https://doi.org/10.62517/jbm.202409411.

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In the context of the new economy, there are increasingly more development opportunities for enterprises, while the industry competition and market challenges they face are gradually intensifying. In order to achieve high-quality sustainable development, enterprises should fully recognize that marketing management is aimed at profitability. In order to pursue sustainable development and competitiveness, optimizing the allocation of various resources in the enterprise is an effective means. Therefore, continuously improving the level of marketing management is crucial. Big data technology is a

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Tang Jiangting. "Research on the Precision Marketing and Optimization of Pinduoduo in the Context of Big Data." Pacific International Journal 5, no. 4 (2022): 51–55. http://dx.doi.org/10.55014/pij.v5i4.240.

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Precision marketing is widely used in mobile applications at present, and big data provides a technical foundation for precision marketing. Precision marketing refers to the use of big data technology to push marketing content to target users through various new media to maximize marketing effects. The implementation of precision marketing through big data has the characteristics of accuracy, large amount of data and target customer-oriented. As an emerging Chinese e-commerce enterprise, Pinduoduo positioned itself as the pioneer of new e-commerce. It is the third-party social e-commerce appli

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Talekar, P. R. "Data-Driven Marketing: Leveraging Data for Targeted Marketing Success." International Journal of Advance and Applied Research 5, no. 10 (2024): 29–31. https://doi.org/10.5281/zenodo.11298367.

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Data-driven marketing gathers and builds strategies based on big data to inform marketing decisions and personalize the customer experience. Now, in today’s digital world businesses have access to extensive amounts of data from various sources including customer interactions, Online behavior demographic information, and market trends harnessing this data through advanced analytics and technology markets can acquire a profound perception of targeted audiences, and create more personalized, relevant, and impactful campaigns. A data-driven media arrangement is now assisted by the massi

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Luther, Kington Nwobodo. "The Impacts of Big Data Analytics and Artificial Intelligence on Marketing Strategies." Global Journal of Economic and Finance Research 02, no. 01 (2025): 33–44. https://doi.org/10.5281/zenodo.14650131.

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<strong>ABSTRACT:</strong> The marketing sector has seen a significant transformation, particularly due to the emergence of data-driven decision-making and the dominance of digital platforms. This transition signifies a deviation from traditional marketing strategies, which formerly depended on more direct contact methods and conventional market research techniques. As digital technologies have grown, they have changed how we can track and change customers' buying habits and given us new ways to connect with them. Digital platforms and enhanced data provide marketers new consumer insights, mak

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Ivanov, Sergey, and Mykola Ivanov. "Marketing forecasting based on Big Data information." SHS Web of Conferences 107 (2021): 05002. http://dx.doi.org/10.1051/shsconf/202110705002.

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In the paper discusses the use of big data as a tool to increase data transfer speed while providing access to multidimensional data in the process of forecasting product sales in the market. In this paper discusses modern big data tools that use the MapReduce model. The big data presented in this article is a single, centralized source of information across your entire domain. In the paper also proposes the structure of a marketing analytics system that includes many databases in which transactions are processed in real time. For marketing forecasting of multidimensional data in Matlab, a neu

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Jang, Jin Hee. "Suggestion for Jewelry Marketing Utilizing Big Data." KOREA SCIENCE & ART FORUM 19 (March 31, 2015): 593. http://dx.doi.org/10.17548/ksaf.2015.03.19.593.

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Voss, Angi, and Karl-Heinz Sylla. "Innovationspotenzialanalyse Big Data — Ergebnisse für das Marketing." Marketing Review St. Gallen 31, no. 1 (2014): 36–45. http://dx.doi.org/10.1365/s11621-014-0319-1.

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Agarwal, Sugandha, Norita Ahmad, and Dima Jamali. "AI and Big Data in Contemporary Marketing." Computer 57, no. 4 (2024): 137–42. http://dx.doi.org/10.1109/mc.2024.3360588.

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Mukhopadhyay, Shameek, Rohit Kumar Singh, and Tinu Jain. "Developing big data enabled Marketing 4.0 framework." International Journal of Information Management Data Insights 4, no. 1 (2024): 100214. http://dx.doi.org/10.1016/j.jjimei.2024.100214.

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Al-Ababneh, Hassan Ali. "Utilizing Big Data in digital marketing strategies for the energy sector." E3S Web of Conferences 541 (2024): 02005. http://dx.doi.org/10.1051/e3sconf/202454102005.

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The main goal of the study is the constructive formalization of the main aspects of big data in digital marketing of companies in the energy sector. With the help of constructive analysis, criticism and scientific generalization, the essence of the concept of “big data” is argued, the key characteristics, types and tasks within the framework of business implementation in digital marketing of companies in the energy sector are structured. The main functions and tasks of big data in the context of companies’ digital marketing strategy are highlighted. It has been proven that in modern business c

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Ding, Ruixuan. "Research and Analysis of Precision Marketing Strategy in the Era of Big Data." Advances in Economics, Management and Political Sciences 170, no. 1 (2025): 123–28. https://doi.org/10.54254/2754-1169/2025.lh23989.

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In the era of big data, precision marketing has become a research focus in today's academic and business circles. With the increasingly fierce market competition and the increasing demand of consumers for personalized products and services, the traditional marketing model has been unable to meet the needs of modern market. In the realm of contemporary business, precision marketing strategy has increasingly emerged as a vital tool for enterprises to bolster their competitive edge, by using the keywords "big data" and "precision marketing" in EBSCO, CNKI and other databases, the target research

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Na, Im Ha, Yoo In Jae, and Park In Hwa. "Personalized Digital Marketing Strategies: A Data-Driven Approach Using Marketing Analytics." Journal of Management and Informatics 4, no. 1 (2025): 668–86. https://doi.org/10.51903/jmi.v4i1.149.

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The rapid development of digital technology has transformed marketing strategies, enabling companies to leverage big data analytics to enhance personalized marketing approaches. With the increasing volume of customer interaction data collected from various digital platforms, businesses can now gain deeper insights into consumer preferences and behaviors. This study aims to analyze the impact of big data analytics on personalized digital marketing and evaluate the role of data visualization in improving decision-making processes. The research employs an exploratory approach by analyzing seconda

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Qingqing, Yang. "Analysis of New Marketing Strategies in the Era of Big Data." Journal of Statistics and Economics 1, no. 4 (2024): 53–55. https://doi.org/10.62517/jse.202411408.

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In the new era, the development speed of big data technology is gradually accelerating, bringing certain opportunities for marketing activities. Developing and mining big data technology, building a digital and information-based marketing system, and innovating and optimizing marketing plans and strategies can further improve marketing efficiency and lay a solid foundation for the sustained and efficient development of the industry. Based on this, this article conducts in-depth analysis and research on new marketing strategies in the era of big data.

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Eshbayev, Oybek, and Laylo Yakhshiboeva. "Harnessing Big Data Processing in Computer Networks for Digital Marketing Entrepreneurship." Financial Technology and Innovation 3, no. 2 (2023): 30–36. http://dx.doi.org/10.54216/fintech-i.030204.

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This research investigates the integration of big data processing in computer networks for digital marketing entrepreneurship to optimize marketing strategies and drive business growth. By analyzing current digital marketing practices, we identify key challenges faced by entrepreneurs. Through examining successful case studies, we showcase the effectiveness of big data processing in marketing campaigns. A practical framework is developed to guide startups and small businesses in integrating big data processing into their marketing strategies, considering factors like customer behavior analysis

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Krasniqi, Arjan, Berat Maksutaj, and Erblin Januzaj. "Using big data for optimizing advertising campaigns in social networks." South Florida Journal of Development 5, no. 3 (2024): e3727. http://dx.doi.org/10.46932/sfjdv5n3-015.

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In the digital era, advertising on social networks has become a crucial element of marketing strategies. With the increasing number of users on platforms such as Facebook, Twitter, Instagram, and others, companies have unprecedented opportunities to target and engage consumers. This paper aims to examine the role and importance of Big Data usage in optimizing marketing campaigns on social networks. In an era where data is limitless, Big Data has become a valuable resource for businesses looking to understand consumer behavior and improve the efficiency of advertising campaigns. In this paper,

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Liu, Qing, Hao Wan, and Hongfang Yu. "Application and Influence of Big data Analysis in Marketing Strategy." Frontiers in Business, Economics and Management 9, no. 3 (2023): 168–71. http://dx.doi.org/10.54097/fbem.v9i3.9580.

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This paper aims to study the application and impact of Big data analysis in marketing strategies. Through comprehensive literature review and empirical research, this paper discusses the potential value and actual effect of Big data analysis on marketing decisions. The study found that Big data analysis can provide accurate and comprehensive market insight, help enterprises better understand consumer needs and Market trend, and thus develop personalized and accurate marketing strategies. The impact of Big data analysis on marketing strategy is mainly reflected in the improvement of consumer in

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D'Arco, Mario, Letizia Lo Presti, Vittoria Marino, and Riccardo Resciniti. "Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework." Innovative Marketing 15, no. 4 (2019): 102–15. http://dx.doi.org/10.21511/im.15(4).2019.09.

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Nowadays, Big Data and Artificial Intelligence (AI) play an important role in different functional areas of marketing. Starting from this assumption, the main objective of this theoretical paper is to better understand the relationship between Big Data, AI, and customer journey mapping. For this purpose, the authors revised the extant literature on the impact of Big Data and AI on marketing practices to illustrate how such data analytics tools can increase the marketing performance and reduce the complexity of the pattern of consumer activity. The results of this research offer some interestin

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Paas, Leo. "Marketing research education in the Big Data era." International Journal of Market Research 61, no. 3 (2019): 233–35. http://dx.doi.org/10.1177/1470785319825535.

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The excellent and timely Nunan and Di Domenico International Journal of Market Research (IJMR) paper addressed the stagnant state of many marketing research courses. Following up on this contribution, I will propose some specific changes for enhancing relevance of marketing research curricula, emphasizing transactional data and Big Data. Moreover, I will propose that marketing research education should develop analysts who can convert data into advice for decision makers and we should educate marketing managers to become more quantitatively oriented to ensure they can base their decisions on d

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Vasilopoulou, Christina, Leonidas Theodorakopoulos, and Giorgos Igoumenakis. "The Promise and Peril of Big Data in Driving Consumer Engagement." Technium Social Sciences Journal 45 (July 9, 2023): 489–99. http://dx.doi.org/10.47577/tssj.v45i1.9133.

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The advent of big data has transformed the way in which businesses interact with consumers. With the ability to collect and analyze vast amounts of data from multiple sources, companies are now able to gain insights into consumer behavior that were previously impossible. This paper explores the relationship between big data, consumer behavior, digital marketing and personalizing the customer experience. It examines the ways in which big data is being used to gain insights into consumer behavior, the benefits and limitations of using big data, ethical considerations and the role of digital mark

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Rhoda, Adura Adeleye, Feranmi Awonuga Kehinde, Franca Asuzu Onyeka, Leonard Ndubuisi Ndubuisi, and Sunday Tubokirifuruar Tula. "Digital marketing analytics: A review of strategies in the age of big data and AI." World Journal of Advanced Research and Reviews 21, no. 2 (2024): 073–84. https://doi.org/10.5281/zenodo.13993764.

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Digital Marketing Analytics has become increasingly crucial in the contemporary business landscape, especially with the advent of Big Data and Artificial Intelligence (AI). This paper provides a comprehensive review of the strategies employed in Digital Marketing Analytics within the context of the rapidly evolving landscape of Big Data and AI. In the age of Big Data, businesses are inundated with vast amounts of information, making it imperative for marketers to leverage analytics tools effectively. This review explores the role of Digital Marketing Analytics in harnessing the power of Big Da

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Deng, Yifeng. "Business marketing analysis of agricultural products on online platforms based on big data." SHS Web of Conferences 163 (2023): 02002. http://dx.doi.org/10.1051/shsconf/202316302002.

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In recent years, online platform shopping has gradually become a mainstream shopping method for the public. And with the continuous development of China’s poverty alleviation cause in rural areas, marketing of agricultural products has al-so been added to online marketing, but in the process of development, various unsuitable situations have emerged, and data cannot be combined with products, resulting in the further development of agricultural products in this marketing mode has been restricted. Nowadays has entered the big data era and the market-ing of big data has appeared in many industri

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