Skip to main content
SpringerLink
Log in

How Marketing Decisions are Taken with the Help of Big Data

  • Conference paper
  • First Online:
Data Management, Analytics and Innovation

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 839))

Abstract

In today’s fast-moving era, all decisions are made on the basis of the data available. Companies are always running behind an important piece of information, which would help them to cater to the larger market and add additional pie of profit to their stats. Although there is an ample of data available, it is very much important to scrutinize and choose the appropriate data, which would help the company to have a cutting edge over its competitors. Big data management is a boon to marketing as data is collected in huge numbers but providing significant data at the right time, at a right juncture and at the right place is very much crucial to the marketers in order to make decisions, which would decide the fortune of the companies. This paper discusses the importance of big data in marketing decisions by framing long-term strategies and short-term tactics in the business scenario to have a sustainable competitive advantage. This paper is entirely based on secondary data research, and accordingly the required analysis is done (Prof. John A. Deighton Harvard Business Review in Big data in marketing, 2016) [19].

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 129.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Bibliography

  1. Kang, H.-N., Yong, H.-R., & Hwang, H.-S. (2016). Brand clustering based on social big data: A case study. International Journal of Software Engineering and Its Applications, 10(4), 27–36. ISSN: 1738-9984 IJSEIA.

    Google Scholar 

  2. Chintagunta, P., Hanssens, D. M., & Hauser, J. R. (2016). Marketing science and big data. Marketing Science, 35(3), 1–2. ISSN 0732-2399. ©2016 INFORMS.

    Google Scholar 

  3. SAS. (2016). Big Data, Bigger Marketing. https://www.sas.com/en_us/insights/big-data/big-data-marketing.html.

  4. Kim, D. H., & Kim, D. (2016). A feasibility study on the research infrastructure projects for the high-speed big data processing devices using AHP. International Journal of Software Engineering and Its Applications, 10(4), 37–46.

    Google Scholar 

  5. Sunny Sharma, P. S. (2016). A review toward powers of big data Sunny Sharm. International Research Journal of Engineering and Technology (IRJET), 03(04). e-ISSN: 2395 -0056, Apr- ISO 9001:2008 Certified Journal.

    Google Scholar 

  6. Shkapsky, A., Yang, M., Interlandi, M., Chiu, H., Condie, T., & Zaniolo, C. (2016). Big data analytics with datalog queries on spark. ACM: University of California, Los Angeles. ISBN 978-1-4503-3531-7/16/06.

    Google Scholar 

  7. Boland, M. V. (2015). Big data, big challenges. The American Academy of Ophthalmology. ISSN 0161-6420/15.

    Google Scholar 

  8. Svilar, M., Chakraborty, A., & Kanioura, A. (2017). Big data analytics in marketing. The Institute for Operations Research and the Management Sciences INFORMS.

    Google Scholar 

  9. Bradlow, E. T., Gangwar, M., & Kopalle, P. (2015). The role of big data and predictive analytics in retailing. Journal of Retailing.

    Google Scholar 

  10. Niranjanmurthy, B. P., Dr. (2016). The study of big data analytics in e-commerce. International Journal of Advanced Research in Computer and Communication Engineering. ISSN (Online) 2278-1021.

    Google Scholar 

  11. Columbus, L. (2016). Ten ways big data is revolutionizing marketing and sales. Forbes.

    Google Scholar 

  12. Baker, W., Kiewell, D., & Winkler, G. (2014). Using big data to make better pricing decisions. McKinsey Analysis.

    Google Scholar 

  13. Forbes. (2016). Ten Ways Big Data is Revolutionizing Marketing and Sales. https://www.forbes.com/sites/louiscolumbus/2016/05/09/ten-ways-big-data-is-revolutionizing-marketing-and-sales/#3d57e95721cf.

  14. Dholakia, R. R., & Dholakia, N. (2013). Scholarly research in marketing: Trends and challenges in the era of big data. University of Rhode Island.

    Google Scholar 

  15. Riahi, A. & Riahi, S. (2015). The big data revolution, issues and applications. International Journal of Advanced Research in Computer Science and Software Engineering, 5(8), August. ISSN: 2277 128.

    Google Scholar 

  16. Arthur, L. (2013). Big data marketing. Hoboken, New Jersey: Wiley. ISBN 978-1-118-73389-9.

    Google Scholar 

  17. Punj, G., & Moon, J. (2002). Positioning options for achieving brand association: A psychological categorization framework. Journal of Business Research, 55(4), 275–283.

    Article  Google Scholar 

  18. Chintagunta, P. K. (1994). Heterogeneous logit model implications for brand positioning. Journal of Marketing Research, 31(2), 304–311.

    Article  Google Scholar 

  19. Harvard Business Review. (2016). Big Data in Marketing. HBR http://www.hbs.edu/coursecatalog/1955.html.

Download references

Author information

Authors and Affiliations

  1. Universal Business School, Mumbai, India

    Niraj A. Rathi & Aditya S. Betala

  2. Cardiff-Met University, Cardiff, UK

    Aditya S. Betala

Authors
  1. Niraj A. Rathi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Aditya S. Betala
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Niraj A. Rathi .

Editor information

Editors and Affiliations

  1. Department of Automatics and Applied Software, Aurel Vlaicu University of Arad, Arad, Romania

    Valentina Emilia Balas

  2. Adyogik Tantra Shikshan Sanstha’s IICMR, Pune, Maharashtra, India

    Neha Sharma

  3. Faculty of Engineering and Technology, A.K. Choudhury School of Information Technology, Kolkata, India

    Amlan Chakrabarti

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Singapore Pte Ltd.

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Rathi, N.A., Betala, A.S. (2019). How Marketing Decisions are Taken with the Help of Big Data. In: Balas, V., Sharma, N., Chakrabarti, A. (eds) Data Management, Analytics and Innovation. Advances in Intelligent Systems and Computing, vol 839. Springer, Singapore. https://doi.org/10.1007/978-981-13-1274-8_8

Download citation

  • DOI: https://doi.org/10.1007/978-981-13-1274-8_8

  • Published:

  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-13-1273-1

  • Online ISBN: 978-981-13-1274-8

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation