Digital Marketing Framework Strategies Through Big Data

Abstract

In recent times, the amount of data generated by various digital techniques are increasing at an unprecedented rate. These humongous amount of generated data is called “Big Data”. It is basically a combination of large data sets that has complex data structure integrated with the difficulties to store, fetch, analyze, transfer, protect and visualize the transferred data. The process involved to retrieve, fetch and analyze the data are named as big data analytics. Big data analytics is more useful in e-business companies to analyse the behavior of customer, systematic analytics and acquiring profit over the competition. This paper aims to study the use of big data in business organizations. The data have been collected from 122 e- business companies located within Maharashtra, India. The outcome of this study is that the big data is basically useful in e-business companies. This paper includes a literature review, sampling, hypothesis testing, expected conclusion and suggestions.