Big data analytics in marketing

摘要

Digital consumers are connected all the time, through their smartphones, tablets, gaming consoles and pretty much every application, service and channel accessible through these devices. As they move among devices and channels, they are creating multiple customer touch-points across different mediums — online, offline, proprietary, third party, corporate networks, social networks, location-based and mobile. To marketers this information presents a great opportunity to better target their consumers. Retailers have adopted advanced analytics such as operations research to provide personalized recommendations to their consumers online. Telecommunications providers use big data techniques to reduce customer churn. Retail banks use big data analytics for fraud prevention.