Anmerkungen:
In: 10th International Conference on Contemporary Marketing Issues (ICCMI)
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 9, 2022 erstellt
Beschreibung:
The growing volume, complexity and diversity of data available on the internet that can be used in marketing is a real challenge. In this work, the main goal is to determine the degree of opportunities, challenges and research questions that arise with the emergence of Big Data. It also concludes that Big Data processing enables the marketing sector to gain new opportunities, integrate new metrics related to potential customers and finally redefine market opportunities based on open business models. In addition, the challenges and opportunities created by big data in the field of online marketing are examined, as well as how companies can make the idealmanagement of big data technology for the best results