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Big Data Usage in the Marketing Information System

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DOI: 10.4236/jdaip.2014.23010    8,201 Downloads   11,507 Views   Citations


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.

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The authors declare no conflicts of interest.

Cite this paper

Salvador, A. and Ikeda, A. (2014) Big Data Usage in the Marketing Information System. Journal of Data Analysis and Information Processing, 2, 77-85. doi: 10.4236/jdaip.2014.23010.


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