RELATIONSHIP MARKETING: ADDING VALUE TO BUSINESS WITH BIG DATA

In recent years, the constant technological innovations, the exponential increase in the volume of data together with the evolution in consumption trends have generated a global scenario of great challenges for the organizations. The use of Big Data technologies to analyze the growing amount of data available in the globalized virtual world offers a new insight into the market and can contribute to the future of organizations by providing quality information that will strongly support the decision-making. In this scenario of high competitiveness, considering the context of data analysis, using Big Data technologies can broaden the view of companies to market trends, favoring the identification of strategies better targeted to the behavioral profiles and consumption preferences. This research aims to investigate how the use of Big Data technologies can increase the relationship marketing capacity of organizations, adding value to the business. The results demonstrate that organizations which make use of Big Data technologies are in a better position to define their relationship marketing strategies with customers, resulting in more lasting relationships with the market and their customers and capture favorable returns to their business. In the near future, the use of Big Data to expand relationship marketing strategies will be the survival rules for organizations. The differentiation will be in the way managers will interpret the available information and act to achieve the desired results.