Marketing's Transformation of Big Data into Strategic Insights and Business Performance: A Qualitative Approach

摘要

The shift to customer-centric strategics and the resulting increase in customer data provide an opportunity for marketing to expand its impact on overall corporate strategy. Firms have access to a greater volume and variety of data than ever before from sources such as customers, transactions, social media, and other stakeholders, in addition to a need for more proactive and real time analysis and decision making (Schroeck et al. 2012). The term Big Data captures this large increase in data availability and advanced analytics. However, marketing leaders struggle with exactly what the term means and if and how Big Data should be implemented to improve overall business performance. To address this dynamic, we examine the following research questions: How do managers define Big Data? What factors determine firms' marketing analytics capabilities and needs? What are the specific transition factors that enable firms to implement a Big Data strategy?