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From consumer panels to big data: An overview on marketing data development

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Abstract

This work explores marketing data development beginning with consumer panels and extending into today’s Big Data. Its intent is to overview how Big Data builds on the former and how each possesses uniqueness. For example, a key strength of consumer panel data is its ability to link consumer characteristics with purchase behavior, while Big Data and its lack of structure has concerns with consumer characteristic revelation, yet can provide strong consumer insights. Overall, the study overviews the potential, issues and future of Big Data in the context of marketing.

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  1. Lutgert College of Business, Florida Gulf Coast University, 10501 FGCU Blvd. South, Fort Myers, Florida, USA

    Stuart Van Auken

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  1. Stuart Van Auken
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Correspondence to Stuart Van Auken.

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Van Auken, S. From consumer panels to big data: An overview on marketing data development. J Market Anal 3, 38–45 (2015). https://doi.org/10.1057/jma.2015.2

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  • DOI: https://doi.org/10.1057/jma.2015.2

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