On realising the utopian potential of big data analytics for maximising return on marketing investments

ABSTRACT

This commentary explores the Big Data transition of the field of Marketing. The potential value of Big Data Analytics for both firms and customers is investigated and impediments for Marketing are identified. It is concluded that despite the threats and obstacles, exciting challenges and opportunities for creating value are to be explored and exploited by marketing scholars and practitioners.

KEYWORDS:

• Big data
• marketing
• analytics
• customer value
• firm value

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. See, e.g., Google’s AutoML platform https://cloud.google.com/automl/.