Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing
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Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing

Amandeep Singh (Chitkara University, India)
Pages: 300
ISBN13: 9781799872313|ISBN10: 1799872319|EISBN13: 9781799872337|DOI: 10.4018/978-1-7998-7231-3

Description

The availability of Big Data, low-cost commodity hardware, and new information management and analytic software have produced a unique moment in the history of data analysis. The convergence of these trends means that we have the capabilities required to analyze astonishing data sets quickly and cost-effectively for the first time in history. These capabilities are neither theoretical nor trivial. They represent a genuine leap forward and a clear opportunity to realize enormous gains in terms of efficiency, productivity, revenue, and profitability.

Data plays a huge role in understanding valuable insights about target demographics and customer preferences. From every interaction with technology, regardless of whether it’s active or passive, we are creating new data that can describe us. With data being captured through products, video cameras, credit cards, cell phones, and other touchpoints, our data profile is growing exponentially. If analyzed correctly, these data points can explain a lot about our behavior, personalities, and life events. Companies can leverage these insights for product improvements, business strategy, and marketing campaigns to cater to the target customers. With this focus in mind, this book supports digital marketers to understand Big Data in a better way and to obtain meaningful information and analysis.

Table of Contents and List of Contributors

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