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Big Data Analytics: Toward Smarter Marketing Decisions in Value Creation

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Smart Technologies for Organizations

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 60))

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Abstract

Drawing on the Big data and the marketing literature, this paper aims to provide an inclusive analysis of the Big Data (BD) and Big Data Analytics (BDA) methods, and attempts to draw attention to the remarkable contributions of BDA to marketing decisions, if linked with the building of a consolidated BD infrastructure. Primarily, at the customer level, BDA has managed to offer marketers an improved set of data-driven engagement, acquisition, and retention decisions. Additionally, at the market level, BDA has given them the capability of coming up with new product developments, as well as dynamic pricing and advertising plans that best suit their customers’ needs and wants. Yet, toward value creation, the leveraging of BDA should be accompanied by the creation of an organized BD set-up that can efficiently and effectively combine physical, human, and technological efforts.

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Author information

Authors and Affiliations

  1. Beirut Arab University, Beirut, Lebanon

    Inas Zein Eddine

  2. Excelia, La Rochelle, France

    Imed Ben Nasr

Authors
  1. Inas Zein Eddine
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  2. Imed Ben Nasr
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Correspondence to Imed Ben Nasr .

Editor information

Editors and Affiliations

  1. University of Neuchâtel, Neuchâtel, Switzerland

    Cinzia Dal Zotto

  2. University of Neuchâtel, Neuchâtel, Switzerland

    Afshin Omidi

  3. Saint Joseph University of Beirut, Beirut, Lebanon

    Georges Aoun

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Eddine, I.Z., Nasr, I.B. (2023). Big Data Analytics: Toward Smarter Marketing Decisions in Value Creation. In: Dal Zotto, C., Omidi, A., Aoun, G. (eds) Smart Technologies for Organizations. Lecture Notes in Information Systems and Organisation, vol 60. Springer, Cham. https://doi.org/10.1007/978-3-031-24775-0_10

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