Big Data and Analytics

Antony Young

Chapter Chapter 13 in Brand Media Strategy, 2014, pp 205-220 from Palgrave Macmillan

Abstract: Abstract Big data is quickly being catapulted to the top of marketing’s agenda. Companies are collecting more data than ever before, whether it is customer data collected from retail outlets, consumer data from weather patterns to daily commuter traffic, or the literally millions of data points collected on a company’s e-commerce site or search traffic. And it is changing the game for business.

Keywords: Voter Turnout; Adaptive Marketing; Hotel Chain; Brand Marketing; Obama Campaign (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_14

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DOI: 10.1057/9781137447715_14

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