Authors :
Mickey Singh
Volume/Issue :
Volume 8 - 2023, Issue 6 - June
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/2ausbapm
DOI :
https://doi.org/10.5281/zenodo.8058655
Abstract :
This paper explores the substantial influence of
big data analytics on marketing efficiency and
effectiveness in the digital era. A thorough review of
current academic literature, empirical data points, and
industry case studies reveal a marked increase in
marketing efficiency and effectiveness when using big data
analytics. Big data analytics has proven particularly
instrumental in precision targeting, optimizing marketing
resources, enhancing customer segmentation, and
personalizing marketing approaches, thereby driving
customer satisfaction and loyalty. However, successfully
implementing these strategies requires significant
investment in data infrastructure, skilled personnel, and
vigilant adherence to data privacy regulations. As a
burgeoning field, big data analytics presents abundant
opportunities for future research, particularly in industryspecific applications, the mitigation of implementation
challenges, and the integration of emerging technologies.
This paper thereby contributes to the growing body of
literature on big data analytics, providing actionable
insights for academics and practitioners in marketing.
This paper explores the substantial influence of
big data analytics on marketing efficiency and
effectiveness in the digital era. A thorough review of
current academic literature, empirical data points, and
industry case studies reveal a marked increase in
marketing efficiency and effectiveness when using big data
analytics. Big data analytics has proven particularly
instrumental in precision targeting, optimizing marketing
resources, enhancing customer segmentation, and
personalizing marketing approaches, thereby driving
customer satisfaction and loyalty. However, successfully
implementing these strategies requires significant
investment in data infrastructure, skilled personnel, and
vigilant adherence to data privacy regulations. As a
burgeoning field, big data analytics presents abundant
opportunities for future research, particularly in industryspecific applications, the mitigation of implementation
challenges, and the integration of emerging technologies.
This paper thereby contributes to the growing body of
literature on big data analytics, providing actionable
insights for academics and practitioners in marketing.
