Soft Computing

, Volume 22, Issue 1, pp 325–342 | Cite as

A glimpse on big data analytics in the framework of marketing strategies

  • Pietro Ducange
  • Riccardo PecoriEmail author
  • Paolo Mezzina
Methodologies and Application


Mining and analyzing the valuable knowledge hidden behind the amount of data available in social media is becoming a fundamental prerequisite for any effective and successful strategic marketing campaign. Anyway, to the best of our knowledge, a systematic analysis and review of the very recent literature according to a marketing framework is still missing. In this work, we intend to provide, first and foremost, a clear understanding of the main concepts and issues regarding social big data, as well as their features and technologies. Secondly, we focus on marketing, describing an operative methodology to get useful insights from social big data. Then, we carry out a brief but accurate classification of recent use cases from the literature, according to the decision support and the competitive advantages obtained by enterprises whenever they exploit the analytics available from social big data sources. Finally, we outline some open issues and suggestions in order to encourage further research in the field.


Social big data Social media Social networks Strategic marketing 



The authors would like to thank Mr. Antonio Enrico Buonocore for the careful proofreading of this paper.

Compliance with ethical standards

Conflict of interest

P. Ducange, R. Pecori, P. Mezzina declare that they have no conflict of interest.

Ethical approval

This article does not contain any studies with human participants or animals performed by any of the authors.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2017

Authors and Affiliations

  1. 1.SMART Engineering Solutions & Technologies (SMARTEST) Research CentreeCAMPUS UniversityNovedrateItaly

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