Welcome to the InfoSci Platform
The Use of Big Data in Marketing Analytics

The Use of Big Data in Marketing Analytics

Chai-Lee Goi
Copyright: © 2022 |Pages: 17
ISBN13: 9781668436622|ISBN10: 1668436620|EISBN13: 9781668436639
DOI: 10.4018/978-1-6684-3662-2.ch066
Cite Chapter Cite Chapter

MLA

Goi, Chai-Lee. "The Use of Big Data in Marketing Analytics." Research Anthology on Big Data Analytics, Architectures, and Applications, edited by Information Resources Management Association, IGI Global, 2022, pp. 1371-1387. https://doi.org/10.4018/978-1-6684-3662-2.ch066

APA

Goi, C. (2022). The Use of Big Data in Marketing Analytics. In I. Management Association (Ed.), Research Anthology on Big Data Analytics, Architectures, and Applications (pp. 1371-1387). IGI Global. https://doi.org/10.4018/978-1-6684-3662-2.ch066

Chicago

Goi, Chai-Lee. "The Use of Big Data in Marketing Analytics." In Research Anthology on Big Data Analytics, Architectures, and Applications, edited by Information Resources Management Association, 1371-1387. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3662-2.ch066

Export Reference

Mendeley
Favorite

Abstract

Big data has broken through the public imagination, has revolutionised the process through which business find innovative ways, and has transformed the data into valuable information that will shape business intelligence and gain business insights to make better decisions. The purpose of this study is to review the development of big data, architecture, and the use of big data in marketing analytics. From the analysis of literature reviews, a big data in marketing analytics model has been proposed. In using big data in marketing, marketers need balanced analytics and then identify opportunities for improvement based on reporting or analysing past and present big data to predict and influence the future.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.