Abstract
The Internet of Things (IoT) is a set of technologies that allow you to connect any type of device to the Internet in order to monitor, control, transfer information and then carry out consequent actions. Thanks to such technologies, we are able to gather a lot of information, big data. Objects connected to a network become data; words, geographical positions, social interactions, everything is transformed into data. Organizations can use big data to improve their decisions making at both the strategic and operational levels. From the IoT, the emergence of big data and of innovative tools created to gather and interpret it, impact on business decisions, especially on marketing, radically changed by the use of predictive customer analytics. The chapter deals just with big data and predictive marketing analyzing the company ability to implement big-data-driven and micro-targeting marketing practices.
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Munnia, A., Nicotra, M., Romano, M. (2020). Big Data, Predictive Marketing and Churn Management in the IoT Era. In: Cunningham, J., Whalley, J. (eds) The Internet of Things Entrepreneurial Ecosystems. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-030-47364-8_5
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DOI: https://doi.org/10.1007/978-3-030-47364-8_5
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