Digital loyalty card ‘big data’ and small business marketing: Formal versus informal or complementary?

  • Donnelly C
  • Simmons G
  • Armstrong G
 et al. 
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Abstract

This article proposes that a complementary relationship exists between the formalised nature of digital loyalty card data, and the informal nature of small business market orientation. A longitudinal, case-based research approach analysed this relationship in small firms given access to Tesco Clubcard data. The findings reveal a new-found structure and precision in small firm marketing planning from data exposure; this complemented rather than conflicted with an intuitive feel for markets. In addition, small firm owners were encouraged to include employees in marketing planning. [ABSTRACT FROM PUBLISHER]

Author-supplied keywords

  • big data
  • digital marketing
  • market orientation
  • marketing strategy
  • small business marketing

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Authors

  • Christina Donnelly

  • Geoff Simmons

  • Gillian Armstrong

  • Andrew Fearne

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