What is it about?

Big Data and Datamining are major topics in many fields: computer science, information systems, marketing, social science work on privacy, and more. This review offers a very succinct window into how Big Data issues have evolved and influenced marketing. It lays out a simple conceptual frame to understand the evolving and anticipated impact of Big Data on marketing practices, consumer behavior and related public policy issues.

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Why is it important?

Big Data issues in marketing can either can become overly technical, focusing heavily on analytics, or are dealt in superficial ways. This work offers a clear view of the main trends and issues relating to Big Data, and impacts on marketing.


This work is part of the extensive stream of research that emerged at the University of Rhode Island (URI) where, under the direction of Ruby Roy Dholakia, for nearly three decades pioneering studies were carried out on telecom markets, telecom deregulation, technology convergence, e-commerce, m-commerce, e-shopping, and more. ********** With swiftness and stealth, on March 28, 2017, US Congress and Senate passed a bill that destroys all pretenses in USA (the few that existed) for safeguarding the private data of individuals… data that we generate routinely as electronically connected citizens, consumers, and community members. The data fields have been now flung open for all manners of exploitation, including possibly to dangerous assaults. These headlines appeared within 48 hours of this bombshell law: Scientific American: https://www.scientificamerican.com/article/data-privacy-is-trumps-fcc-redefining-public-interest-as-business-interest/ CNN: http://money.cnn.com/2017/03/28/technology/house-internet-privacy-repeal/ Huffington Post: http://www.huffingtonpost.com/entry/us-eliminating-rules-on-data-privacy-poses-a-serious_us_58db7592e4b0487a198a55a2 Folks, it is time to revisit the work that Detlev Zwick and I started at the turn of this century. The concerns we had raised are in the smack center of public discourse in 2017. We had started pointing out the big gap in privacy protection between EU and USA, as early as about 2000. The new bill in USA makes this gap a giant chasm. Just as on the issues of environmental protection, USA has ceded leadership to China, on the issue of data privacy protection of individuals, the onus is now on EU to save the world. It would be wonderful, for example, if EU could extend its privacy protection umbrella to all those non-EU folks who deal with EU folks via electronic means. My bet is that this would likely cover half the population of the planet.

Dr Nikhilesh Dholakia
University of Rhode Island

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This page is a summary of: Data Mining and Marketing, February 2015, Wiley, DOI: 10.1002/9781118767771.wbiedcs090.
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