Big Data is transforming Marketing...
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.
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.
The following have contributed to this page: Dr Nikhilesh Dholakia