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Big Data’s Marketing Applications and Customer Privacy

  • Robert W. PalmatierEmail author
  • Kelly D. Martin
Chapter

Abstract

By the time you read this chapter, the odds are that some of the content and examples will be outdated. Although we wrote it using the most innovative insights of the time, trends in data and analytics are evolving at such a rapid pace that nearly every technology that was just recently groundbreaking quickly becomes obsolete. Did your firm embrace machine learning? Turns out you need deep learning. Investing in virtual reality? The space to be is actually augmented reality. Think you’ve harnessed your customers’ clickstream and browsing behavior?

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Foster School of BusinessUniversity of WashingtonSeattleUSA
  2. 2.Colorado State UniversityFort CollinsUSA

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