Big Data Usage in the Marketing Information System

• 作者: Alexandre Borba Salvador Ana Akemi Ikeda
• 来源期刊: 数据分析和信息处理(英文)
• 学科: 经济
• 关键词: BIG DATA MARKETING Research MARKETING INFORMATION SYSTEM
• 年，卷（期）: 2014,（3）
• 页码范围: 77-85
• 页数: 9页
• 分类号: F4

摘要

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.