Abstract
Despite the growth in the size and complexity of corporate data, the technology for analyzing it has not kept up with the advances in data collection, in that managers mostly need to rely on marketing research and information systems experts to generate the analysis and reports they need. We review some useful approaches here from the computer science and information systems fields for the analysis of large data sets, viz. good data organization and the use of flexible analysis tools, for making the analysis more tractable and user-friendly. These methods are increasingly being adopted by practitioners who are hard-pressed to generate business intelligence from large corporate databases. However, the benefits of these approaches may not be confined only to practitioners, and may apply to academic researchers working with large data sets, as well.
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Sen, S., Tuzhilin, A. Making Sense of Marketing Data: Some MIS Perspectives on the Analysis of Large Data Sets. Journal of Market-Focused Management 3, 91–111 (1998). https://doi.org/10.1023/A:1009746706930
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DOI: https://doi.org/10.1023/A:1009746706930