Big Data consumer analytics and the transformation of marketing
Abstract
Consumer analytics is at the epicenter of a Big Data revolution. Technology helps capture rich and plentiful data on consumer phenomena in real time. Thus, unprecedented volume, velocity, and variety of primary data, Big Data, are available from individual consumers. To better understand the impact of Big Data on various marketing activities, enabling firms to better exploit its benefits, a conceptual framework that builds on resource-based...
Paper Details
Title
Big Data consumer analytics and the transformation of marketing
Published Date
Feb 1, 2016
Journal
Volume
69
Issue
2
Pages
897 - 904
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