A Literature Study of Big Data Analytics in Marketing

Marketing competition is fierce in today’s business environment. In order for a company to succeed in the market, it is necessary to find valuable information in the market and make a correct business decision. On the other hand, business decisions are usually carried out by management after research, but this step requires accurate data information as a support, and the decision-making plan will be more effective only with the support of effective information. However, big data can be used to conduct scientific analysis of the market data, as well as a comprehensive analysis of the enterprise. So big data analytics is the most critical part of marketing nowadays. This study aims to review the significant and recent research about the applications of big data analytics in marketing and to provide insights to practitioners the necessary analytics in marketing.