Big Data Usage in the Marketing Information System

Salvador, Alexandre; Ikeda, Ana Akemi

doi:10.4236/jdaip.2014.23010

Cited by 11 publications

(4 citation statements)

References 11 publications

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“…There has been a dramatic increase in interest throughout the globe in the idea of data analytics recently (Akter, 2016). The phrase "big data analytics," which describes data that cannot be analyzed by conventional means, has recently received a great deal of interest in the commercial world (Salvador & Ikeda, 2014).…”

Section: Concept Of Data Analyticsmentioning

confidence: 99%

Data Analytics and Marketing Communication Performance of Nigerian Organisations

Abiodun¹

2023

British Journal of Management and Marketing Studies

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This study investigated the effect of data analytics on marketing communication performance of Nigerian organizations based on insights from JCDecaux Nigeria in Lagos state. The methodology of the study was based on quantitative research approach based on sample size of one hundred (100) respondents selected through multistage sampling techniques was consisting of purposive sampling technique to select the organization of choice (JCDecaux Nigeria and its employees in Lagos state and convenience sampling technique was used to select individual respondents. The data in this study was analysed using frequency distribution, simple percentages and means as descriptive statistics while Pearson Correlation analysis was used to test the hypotheses using Statistical Package for Social Sciences (SPSS). The results indicated that there is significant effect of data analytics on conversion rate of marketing communication in JCDecaux Nigeria in Lagos state based on the hypotheses one tested and indicated by R square value of 84.6%. Also, there is significant effect of data analytics on advertising effectiveness in JCDecaux Nigeria in Lagos state, based on the hypotheses two tested and indicated by R square value of 71.4%. Finally, data analytics has significant effect on revenue generation in JCDecaux Nigeria in Lagos state, based on the hypotheses three tested and indicated by R square value of 92.2%. This study concluded that data analytics plays significant role in affecting marketing communication performance of JCDecaux Nigeria in Lagos state. This is based on the consideration that data analytics from customer information assists in improving customer conversion rate, advertising effectiveness and overall revenue generation, based on the fact that organizations can effectively tailor marketing communication to customers. In view of the findings and conclusion, this study recommended among other things that organizations and management should develop strategic marketing communication that are well aligned with the unique characteristics of customer information from data analytics.

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Section: Concept Of Data Analyticsmentioning

confidence: 99%

Data Analytics and Marketing Communication Performance of Nigerian Organisations

Abiodun¹

2023

British Journal of Management and Marketing Studies

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“…Despite the promise of technology-driven marketing strategies, challenges and opportunities abound. "Big Data Usage in the Marketing Information System" (Salvador & Ikeda, 2014) discusses limitations such as data shortage and inconsistency, alongside ethical concerns. Similarly, "Big Data in Marketing Arena.…”

Section: Literature Review Proceduresmentioning

confidence: 99%

“…Furthermore, big data can be used to gain insights into consumers' psychological states and traits, informing marketing strategy (Matz, 2017). However, the use of big data in marketing also presents challenges, such as data privacy and security concerns (Salvador, 2014). the integration of Big Data into marketing management strategies offers significant opportunities for enhancing consumer understanding and value creation.…”

Section: Introductionmentioning

confidence: 99%

Optimizing Marketing Management Strategies Through IT Innovation: Big Data Integration for Better Consumer Understanding

Putra,

Rivera,

Pramukti

2023

GRMILF

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The dynamic business environment, the fusion of Information Technology (IT) innovation with marketing management strategies has emerged as a crucial element for success amidst heightened competition. As markets evolve and consumer behaviors shift, enterprises are compelled to adapt swiftly, employing innovative tools and methodologies to gain insights and maintain relevance. Within this context, the integration of Big Data analytics emerges as a transformative catalyst, offering unprecedented opportunities to comprehend consumer preferences and optimize marketing endeavors. The convergence of IT and marketing management signifies a paradigm shift in how businesses conceive and execute their strategies. Historically, marketing decisions relied heavily on intuition, market research, and limited data samples. However, the digital revolution has ushered in an era characterized by the generation and collection of vast amounts of data at an unprecedented pace. This proliferation of data presents both challenges and opportunities for marketers. While the sheer volume and complexity of data can be overwhelming, harnessing this reservoir of data can unlock invaluable insights into consumer behavior, preferences, and trends. The integration of Big Data into marketing management strategies has revolutionized consumer understanding and value creation. By leveraging vast amounts of consumer data, businesses can extract valuable insights to gain a competitive advantage and enhance consumer engagement. However, this integration also presents challenges, including concerns regarding data privacy and security. At the forefront of this data-driven revolution lies Big Data analytics—a multidisciplinary field utilizing advanced computational techniques to analyze large and diverse datasets. Unlike traditional analytics approaches, Big Data analytics excels in processing massive volumes of structured and unstructured data with agility and efficiency. By harnessing distributed computing, machine learning algorithms, and cloud infrastructure, organizations can extract actionable intelligence from previously unwieldy datasets. The integration of Big Data analytics into marketing management holds immense promise for unlocking new avenues of consumer understanding. By aggregating and analyzing disparate data sources, marketers can gain comprehensive insights into consumer preferences, behaviors, and sentiments, enabling more targeted and effective marketing strategies. Moreover, Big Data analytics empowers marketers to anticipate and respond to emerging trends and market shifts with unprecedented agility, ensuring a competitive edge in fast-paced industries. However, realizing the full potential of Big Data integration in marketing management requires more than technological prowess—it demands a strategic shift in organizational mindset and culture. Embracing a data-driven approach necessitates breaking down silos between departments, fostering cross-functional collaboration, and promoting a culture of experimentation and innovation. Additionally, it requires a commitment to ethical data practices to safeguard consumer privacy and data security throughout the data lifecycle.

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“…Without the analysis logic of professional research, without the support of data analysis technology and huge equipment, the original big data is just a huge "waste". Therefore, an important aspect of big data application is the correct use of information [44].…”

Section: Big Data Is Not Accurate But Mixed and Needs To Be Used Corr...mentioning

confidence: 99%

Big Data Usage in Marketing Research

Zheng¹,

Jin²,

Wen³

2022

FBEM

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In the marketing field, the use of big data in research can make us understand consumer deeply. In some areas of market research, big data is already established today. The social media analytics and the use of cookie data to measure internet coverage are two prominent examples. This essay combs through relevant literatures, discusses the big data uses in the marketing research and its contribution for decision-making. It presents a revision of main concepts about marketing research, the new possibilities of use and a reflection about limitations of big data in the marketing research.

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Big Data Usage in the Marketing Information System

Cited by 11 publications

References 11 publications

Data Analytics and Marketing Communication Performance of Nigerian Organisations

Data Analytics and Marketing Communication Performance of Nigerian Organisations

Optimizing Marketing Management Strategies Through IT Innovation: Big Data Integration for Better Consumer Understanding

Big Data Usage in Marketing Research

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