On realising the utopian potential of big data analytics for maximising return on marketing investments

被引：12
|
作者：
Benoit, D. F. [1 ]
Lessmann, S. [2 ]
Verbeke, W. [3 ]
机构：
[1] Univ Ghent, Res Grp Data Analyt, Ghent, Belgium
[2] Humboldt Univ, Dept Business Informat, Berlin, Germany
[3] Vrije Univ Brussel, Data Analyt Lab, Brussels, Belgium
来源：
JOURNAL OF MARKETING MANAGEMENT | 2020年 / 36卷 / 3-4期
关键词：
Big data; marketing; analytics; customer value; rm value; PERFORMANCE IMPLICATIONS; STRATEGIC ALIGNMENT; CHURN PREDICTION; SOCIAL NETWORK; TECHNOLOGY; IMPACT; RETENTION; CUSTOMERS; CONSUMER;
D O I：
10.1080/0267257X.2020.1739446
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This commentary explores the Big Data transition of the ?eld of Marketing. The potential value of Big Data Analytics for both ?rms and customers is investigated and impediments for Marketing are identi?ed. It is concluded that despite the threats and obstacles, exciting challenges and opportunities for creating value are to be explored and exploited by marketing scholars and practitioners.
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页码：233 / 247
页数：15
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