Big Data Analytics in Revolutionizing Marketing Strategies Assignment

Assignment Task

Description

Submit a term paper based on researching appropriate sources and addressing a topic of your choice and interest related to Big Data. This topic will probably be, but is not required to be, the topic you have suggested in your abstract.

The term paper should be roughly pages (double spaces, point font), and can include figures/charts if appropriate (their sources should be referenced, and they should not make up to bulk of the paper). Lists can also be included if appropriate, but should not make up the bulk of the paper.

The paper should include: an introduction, content (including some detailed content), and a conclusion (not a summary, but what you have learned from the paper and what you would recommend based on what you have learned). Please also include your name on the first page. Also the file name that you upload should be entitled with your Name followed by the title of the Paper. 

Customer information plays a key role in managing successful relationships with valuable customers. Big data customer analytics use (BD use), i.e., the extent to which customer information derived from big data analytics guides marketing decisions, helps firms better meet customer needs for competitive advantage. This study addresses three research questions: What are the key antecedents of big data customer analytics use. How, and to what extent, does big data customer analytics use influence firm performance. Is competitive advantage, if any, achieved through big data customer analytics use contingent upon its prevalence within an industry? There is a proposed theoretical framework called survey study methodology based on market information use theory to investigate how informational and organizational elements interact to improve big data customer analytics use, which effects customer relationships and financial performance.

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