Internet of Marketing Things: A Fog Computing Paradigm for Marketing Research

Jacob Hornik and Matti Rachamim

A chapter in Business, Management and Economics Annual Volume 2024 from IntechOpen

Abstract: Conventional market research is usually costly, time-consuming, scalability issue, and intrusive, and the generated data may have a short shelf life in fast-moving markets. The latest effort in delivering computing resources as a service to marketing researchers and managers represents a change from computing as an over-the-counter service that is obtained to computing as a service that is provided to users online, over the internet from very large databases. Managing the data and research produced by internet of things (IoT) devices, such as actuators and sensors, is a major issue faced by marketing research and executives when using an IoT system. This paper demonstrates how commonly used cloud-based IoT systems are challenged by the heterogeneity, large amount, and high latency shown in some cloud marketing ecosystems. We introduce academia and managers to a recent major development, "Fog Computing," a transpiring computational framework that decentralizes strategies, applications, and data analysis into the network itself using a federated and distributed computing system. It converts centralized cloud to distributed fog by bringing computation and storage near the end user. Fog computing is regarded as a novel market paradigm which can assist artificial intelligence and marketing research and strategies, specifically for the architecture of more advanced research systems.

Keywords: fog computing; cloud computing; recommender system; internet-of-things (IoT); marketing analytics (search for similar items in EconPapers)
JEL-codes: M00 M2 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:325908

DOI: 10.5772/intechopen.114333

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