TITLE:
Big Data Usage in the Marketing Information System
AUTHORS:
Alexandre Borba Salvador, Ana Akemi Ikeda
KEYWORDS:
Big Data, Marketing Research, Marketing Information System
JOURNAL NAME:
Journal of Data Analysis and Information Processing,
Vol.2 No.3,
August
28,
2014
ABSTRACT: Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution for decision-making. It presents a revision of main concepts, the new possibilities of use and a reflection about its limitations.