Share This Article:

Big Data Usage in the Marketing Information System

Abstract Full-Text HTML Download Download as PDF (Size:2595KB) PP. 77-85
DOI: 10.4236/jdaip.2014.23010    8,201 Downloads   11,507 Views   Citations

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.

Conflicts of Interest

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.

References

[1] Chow-White, P.A. and Green, S.E. (2013) Data Mining Difference in the Age of Big Data: Communication and the Social Shaping of Genome Technologies from 1998 to 2007. International Journal of Communication, 7, 556-583.
[2] ORACLE: Big Data for Enterprise. http://www.oracle.com/br/technologies/big-data/index.html
[3] Paul, J. (2012) Big Data Takes Centre Ice. Marketing, 30 November 2012.
[4] Vitorino, J. (2013) Social Big Data. S?o Paulo, 1-5. www.elife.com.br
[5] Nunan, D. and Domenico, M.Di. (2013) Market Research and the Ethics of Big Data Market Research and the Ethics of Big Data. International Journal of Market Research, 55, 2-13.
[6] Cox, D. and Good, R. (1967) How to Build a Marketing Information System. Harvard Business Review, May-June, 145-154. ftp://donnees.admnt.usherbrooke.ca/Mar851/Lectures/IV
[7] Berenson, C. (1969) Marketing Information Systems. Journal of Marketing, 33, 16. http://dx.doi.org/10.2307/1248668
[8] Chiusoli, C.L. and Ikeda, A. (2010) Sistema de Informa??o de Marketing (SIM): Ferramenta de apoio com aplica??es à gest?o empresarial. Atlas, S?o Paulo.
[9] Kotler, P. (1998) Administra??o de marketing. 5th Edition, Atlas, S?o Paulo.
[10] Kotler, P. and Keller, K. (2012) Administra??o de marketing. 14th Edition, Pearson Education, S?o Paulo.
[11] Zikopoulos, P. and Eaton, C. (2012) Understanding Big Data: Analytics for Enterprise Class Hadoop and Streaming Data. McGraw Hill, New York, 166. Retrieved from Malik, A.S., Boyko, O., Atkar, N. and Young, W.F. (2001) A Comparative Study of MR Imaging Profile of Titanium Pedicle Screws. Acta Radiologica, 42, 291-293. http://dx.doi.org/10.1080/028418501127346846
[12] Biesdorf, S., Court, D. and Willmott, P. (2013) Big Data: What’s Your Plan? McKinsey Quarterly, 40-41.
[13] MINTEL. www.mintel.com
[14] E. Life. www.elife.com.br
[15] Gebera, O.W.T. (2008) La netnografía: Un método de investigación en Internet. Quaderns Digitals: Revista de Nuevas Tecnologías y Sociedad, 11. http://dialnet.unirioja.es/servlet/articulo?codigo=3100552
[16] Kozinets, R. (2002) The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39, 61-72. http://www.jstor.org/stable/10.2307/1558584 http://dx.doi.org/10.1509/jmkr.39.1.61.18935
[17] Kozinets, R.W. (2006) Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research, 46, 279-288. http://dx.doi.org/10.2501/S0021849906060338
[18] Many Eyes. http://www.manyeyes.com/software/analytics/manyeyes/
[19] Soat, M. (2013) E-SCORES: The New Face of Predictive Analytics. Marketing Insights, September, 1-4.
[20] Cravens, D.W. and Piercy, N.F. (2008) Marketing estratégico. 8th Edition, McGraw Hill, S?o Paulo.
[21] Crescitelli, E. and Shimp, T. (2012) Comunica??o de Marketing: Integrando propaganda, promo??o e outrs formas de divulga??o. Cengage Learning, S?o Paulo.
[22] Payne, A. and Frow, P. (2005) A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69, 167-176. http://dx.doi.org/10.1509/jmkg.2005.69.4.167
[23] Gobble, M.M. (2013) Big Data: The Next Big Thing in Innovation. Research-Technology Management, 56, 64-67. http://dx.doi.org/10.5437/08956308X5601005
[24] Cooper, R.G. (1990) Stage-Gate Systems: A New Tool for Managing New Products, (June).
[25] Parente, J. (2000) Varejo no Brasil: Gest?o e Estratégia. Atlas, S?o Paulo.
[26] Talbot, D. (2011) Decoding Social Media Patterns in Tweets A Social-Media Decoder. Technology Review, December 2011.
[27] Google Shopper Marketing Agency Council (2013) Mobile In-Store Research: How Is Store Shoppers Are Using Mobile Devices, 37. http://www.marcresearch.com/pdf/Mobile_InStore_Research_Study.pdf
[28] Bughin, J., Byers, A. and Chui, M. (2011) How Social Technologies Are Extending the Organization. McKinsey Quarterly, 1-10. http://bhivegroup.com.au/wp-content/uploads/socialtechnology.pdf
[29] Bughin, J., Livingston, J. and Marwaha, S. (2011) Seizing the Potential of “Big Data.” McKinsey …, (October). http://whispersandshouts.typepad.com/files/using-big-data-to-drive-strategy-and-innovation.pdf
[30] Manyika, J., Chui, M., Brown, B. and Bughin, J. (2011) Big Data: The Next Frontier for Innovation, Competition, and Productivity. 146. www.mckinsey.com/mgi
[31] Schultz, D. (2012) Can Big Data Do It All?? Marketing News, November, 9.
[32] ESOMAR. http://www.esomar.org/utilities/news-multimedia/video.php?idvideo=57
[33] CONAR. Conselho Nacional de Auto-regulamenta??o Publicitária. http://www.conar.org.br/
[34] Pindyck, R.S. and Rubinfeld, D.L. (1994) Microeconomia. Makron Books, S?o Paulo.
[35] Kotler, P. and Levy, S.J. (1969) Broadening the Concept of Marketing. Journal of Marketing, 33, 10-15. http://www.ncbi.nlm.nih.gov/pubmed/12309673 http://dx.doi.org/10.2307/1248740

  
comments powered by Disqus

Copyright © 2019 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.