Big Data Marketing

Abstract

Luxottica, a brand of luxury and sports eyewear, has found that its efficiency increases by ten percent after combining the data of more than one hundred million individual customers it serves through hundreds of global retail outlets and e-commerce sites into a single analytical system and making analytical predictions and marketing efforts. The main reason for this was that it was able to distinguish the customers with the highest value among the huge individual customer base of more than 100 million people. Moreover, they could now target all of them according to their individual characteristics and preferences (IBM, 2013). The idea of combining this information, which was previously in different systems and structures, under an analytical system, was actually the forerunner of a new marketing approach that could be called Big Data Marketing today. The idea of integrating it under the system, in fact, was a precursor to a new marketing approach that could be called Big Data Marketing today.