Big Data consumer analytics and the transformation of marketing

Sunil Erevelles, Nobuyuki Fukawa and Linda Swayne

Journal of Business Research, 2016, vol. 69, issue 2, 897-904

Abstract: Consumer analytics is at the epicenter of a Big Data revolution. Technology helps capture rich and plentiful data on consumer phenomena in real time. Thus, unprecedented volume, velocity, and variety of primary data, Big Data, are available from individual consumers. To better understand the impact of Big Data on various marketing activities, enabling firms to better exploit its benefits, a conceptual framework that builds on resource-based theory is proposed. Three resources—physical, human, and organizational capital—moderate the following: (1) the process of collecting and storing evidence of consumer activity as Big Data, (2) the process of extracting consumer insight from Big Data, and (3) the process of utilizing consumer insight to enhance dynamic/adaptive capabilities. Furthermore, unique resource requirements for firms to benefit from Big Data are discussed.

Keywords: Big Data; Consumer analytics; Consumer insights; Resource-based theory; Induction; Ignorance (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (198)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315002842
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:2:p:897-904

DOI: 10.1016/j.jbusres.2015.07.001

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().