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


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.

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

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Correspondence to Riccardo Pecori.

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

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Ducange, P., Pecori, R. & Mezzina, P. A glimpse on big data analytics in the framework of marketing strategies. Soft Comput 22, 325–342 (2018). https://doi.org/10.1007/s00500-017-2536-4

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  • Social big data
  • Social media
  • Social networks
  • Strategic marketing