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has been cited by the following article:

• 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.