Big Data Analytics in Marketing

DOI

10.2991/978-94-6463-538-6_12How to use a DOI?

Keywords

big data analytics; marketing; consumer behavior

Abstract

The field of marketing is undergoing a revolution with the development of big data technologies. The article provides an in-depth analysis of how big data analytics is revolutionizing marketing, especially in terms of shortening market research time, accurate market segmentation, personalized marketing strategies, and enhanced cross-selling models. The article also discusses strategies for applying big data analytics in marketing, including analyzing around consumers, accurately collecting key data, sharing analytics, and enhancing product cross-selling models. Finally, the article summarizes the transformative role of big data in marketing and suggests future research directions and practices. This study emphasizes the importance of big data technologies in improving marketing efficiency and effectiveness and points out the importance of data privacy and security.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sixu Chen
PY  - 2024
DA  - 2024/10/01
TI  - Big Data Analytics in Marketing
BT  - Proceedings of the 4th International Conference on Economic Development and Business Culture (ICEDBC 2024)
PB  - Atlantis Press
SP  - 91
EP  - 97
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-538-6_12
DO  - 10.2991/978-94-6463-538-6_12
ID  - Chen2024
ER  -