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The Use of Big Data in Marketing Analytics

The Use of Big Data in Marketing Analytics
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Author(s): Chai-Lee Goi (Curtin University, Malaysia)
Copyright: 2021
Pages: 17
Source title: Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN
Source Author(s)/Editor(s): Mohammad Nabil Almunawar (Universiti Brunei Darussalam, Brunei), Muhammad Anshari Ali (Universiti Brunei Darussalam, Brunei) and Syamimi Ariff Lim (Universiti Brunei Darussalam, Brunei)
DOI: 10.4018/978-1-7998-4984-1.ch004


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Big data has broken through the public imagination, has revolutionised the process through which business find innovative ways, and has transformed the data into valuable information that will shape business intelligence and gain business insights to make better decisions. The purpose of this study is to review the development of big data, architecture, and the use of big data in marketing analytics. From the analysis of literature reviews, a big data in marketing analytics model has been proposed. In using big data in marketing, marketers need balanced analytics and then identify opportunities for improvement based on reporting or analysing past and present big data to predict and influence the future.

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