Big Data Usage in the Marketing Information System

Alexandre Borba Salvador · Ana Akemi Ikeda

19 citations0/0 files storedJournal of Data Analysis and Information Processing

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Big Data and Business Intelligence Competitive and Knowledge Intelligence Big Data Technologies and Applications

Abstract

Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution for decision-making. It presents a revision of main concepts, the new possibilities of use and a reflection about its limitations.

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2011Big data: The next frontier for innovation, competition, and productivity 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 2005A Strategic Framework for Customer Relationship Management 1990Stage-gate systems: A new tool for managing new products 1969Broadening the Concept of Marketing 2011Understanding Big Data: Analytics for Enterprise Class Hadoop and Streaming Data 2015Social big data: Recent achievements and new challenges 2000Administração de Marketing

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