The world produces every day 2.5 quintillion bytes of data. Of those data, 90% is
unstructured (Dobre & Xhafa, 2014). To become of value for companies, Big Data must be …

The purpose of this research was to investigate the function that IT infrastructure played as a
mediator between data-driven digital marketing strategies and the marketing performance of …

Purpose This paper aims to improve understanding of data-driven marketing by examining
the experiences of managers implementing big data analytics in the marketing function …

The enormous sets of data that are currently accessible for organisational use can both over
whelm and offer new opportunities to today's marketing professionals. Ever-developing web …

This paper explores data-driven marketing, its benefits, and challenges to provide insights
and a framework for business leaders and marketers to leverage in their marketing efforts …

The digital world is largely expanding. Today more than 5 billion people are using the
Internet which is developing in a correspondence increase in the flux of data that is being …

Big Data has earned much attention from the IT industry and academia. Given the research
interest on Big Data in the marketing field, thus, authors intend to present an integrated view …

In the age of digital economy, data has become a valuable product. Internet traffic, social
networks, corporate automation systems (for suppliers and customers), geographical …

Online tracking of customers enables data to inject enormous vigor into marketing. How to
digitalize marketing activities? How to combine big data and marketing? Does big data …

This research examines the concept of data-driven marketing, highlighting its advantages
and difficulties, in order to offer guidance and a structure for business executives and …