Abstract
The progress of technology and science goes along with the vast richness of the cultural and material existence of individuals, so that each person’s behavior at any moment generates large quantities of traceable information and data. Through the rise of the Internet, the quantity of data is geometrically increasing. It is then quite complex to manage it with traditional data systems. Today, Big Data touch every side of any economic activity, from public transportation, communications, bank securities, insurance, to government, health, education and other public utilities. Concomitantly with the rise of cloud computing, cloud applications, the multiplicity of mobile devices, and the maturity of e-commerce giants’ data marketing systems such as Amazon and Google, Big Data marketing is becoming increasingly focused and is being used by most companies. Following the development of digital growth, the aim of the marketing industry is to collect large amounts of assorted customer-related behavior sales data on which to develop their marketing strategies. Facing the era of Big Data, most firms have abandoned their traditional marketing strategies and have decided to opt for a powerful system of Big Data analysis so as better to identify their own customer target and consequently increase sales and profit. This chapter emphasizes the urge to observe the practical implications of an in-depth investigation on the strategic relationship between Big Data and marketing.
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Codignola, F. (2021). Big Data Marketing: A Strategic Alliance. In: Mariani, P., Zenga, M. (eds) Data Science and Social Research II. DSSR 2019. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Cham. https://doi.org/10.1007/978-3-030-51222-4_9
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