A review of strategic decision-making in marketing through big data and analytics
1 Livingstone Integrated Technology Limited, Lagos, Nigeria.
2 Independent Researcher, London, United Kingdom
3 Ulster University, United Kingdom.
4 Independent Researcher, Abuja, Nigeria.
Review Article
Magna Scientia Advanced Research and Reviews, 2024, 11(01), 084–091
Article DOI: 10.30574/msarr.2024.11.1.0077
Publication history:
Received on 02 April 2024; revised on 07 May 2024; accepted on 10 May 2024
Abstract:
This review paper delves into the transformative impact of big data and analytics on strategic marketing decision-making. Examining the integration of vast datasets and analytical tools in marketing strategies highlights how these technological advancements enable a deeper understanding of customer behavior, enhance product development, and provide a competitive edge. The review underscores the importance of data-driven insights in formulating personalized marketing strategies and the critical role of analytics in predictive and prescriptive decision-making. It addresses the challenges and ethical considerations associated with big data usage, emphasizing the need for robust data governance and ethical practices. The paper suggests future research directions, focusing on emerging technologies and methodologies that could further influence strategic marketing decisions.
Keywords:
Big Data; Analytics; Strategic Marketing; Data-Driven Decision-Making; Ethical Considerations; Emerging Technologies
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Copyright information:
Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0