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.
Read the Original
This page is a summary of: Data Mining and Marketing, February 2015, Wiley, DOI: 10.1002/9781118767771.wbiedcs090.
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Google Scholar Page: Ruby Roy Dholakia
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Google Scholar Page: Nikhilesh Dholakia
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Online Shopping: Big Data reshaping it
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Ruby Roy Dholakia: Celebrating 5K
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Big Data: Expanded piece by these authors
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ResearchGate Page: Nikhilesh Dholakia
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ResearchGate Page: Ruby Roy Dholakia
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Longer version: Open access
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