How Marketing Decisions are Taken with the Help of Big Data

Abstract

In today’s fast-moving era, all decisions are made on the basis of the data available. Companies are always running behind an important piece of information, which would help them to cater to the larger market and add additional pie of profit to their stats. Although there is an ample of data available, it is very much important to scrutinize and choose the appropriate data, which would help the company to have a cutting edge over its competitors. Big data management is a boon to marketing as data is collected in huge numbers but providing significant data at the right time, at a right juncture and at the right place is very much crucial to the marketers in order to make decisions, which would decide the fortune of the companies. This paper discusses the importance of big data in marketing decisions by framing long-term strategies and short-term tactics in the business scenario to have a sustainable competitive advantage. This paper is entirely based on secondary data research, and accordingly the required analysis is done (Prof. John A. Deighton Harvard Business Review in Big data in marketing, 2016) [19].