Big Data Analytics: Toward Smarter Marketing Decisions in Value Creation

Abstract

Drawing on the Big data and the marketing literature, this paper aims to provide an inclusive analysis of the Big Data (BD) and Big Data Analytics (BDA) methods, and attempts to draw attention to the remarkable contributions of BDA to marketing decisions, if linked with the building of a consolidated BD infrastructure. Primarily, at the customer level, BDA has managed to offer marketers an improved set of data-driven engagement, acquisition, and retention decisions. Additionally, at the market level, BDA has given them the capability of coming up with new product developments, as well as dynamic pricing and advertising plans that best suit their customers’ needs and wants. Yet, toward value creation, the leveraging of BDA should be accompanied by the creation of an organized BD set-up that can efficiently and effectively combine physical, human, and technological efforts.