Big data analytics democratized with clean collaboration and customer privacy choice

Koen Pauwels and Zeynep Aksehirli

Journal of Business Research, 2025, vol. 188, issue C

Abstract: Digital technologies and platforms have started a data explosion, and big data analytics is moving beyond social media in retail media online and offline, integrating the seamless interaction between business and customers in omnichannel. These data allow better insights but also require a more holistic analysis to refine customer experience and corporate strategies.

Keywords: Big data; Analytics; Privacy; Digital transformation; Marketing Mix Model; Omnichannel (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:188:y:2025:i:c:s0148296324006167

DOI: 10.1016/j.jbusres.2024.115112

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