Ten big lessons learned from Big Data analytics

Jacques Bughin

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 4, 286-295

Abstract: What are the key lessons for corporates wishing to generate return on investment from the use of Big Data analytics? Using a meta-analysis of recent literature, combined with the author’s own survey of hundreds of organisations worldwide, this paper contends that the best companies generate supra-normal profit through a strong managerial and organisational approach to data analytics. Those companies also integrate Big Data into digitisation programmes and proactively invest in advanced analytics (artificial intelligence and deep learning) for better decision-making.

Keywords: Big Data; deep machine learning; analytics; corporate performance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2016:v:2:i:4:p:286-295

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