Big Data Usage in the Marketing Information System

Alexandre Borba Salvador, Ana Akemi Ikeda

Faculdade de Administra??o, Economia e Ciências Contábeis, Universidade de S?o Paulo, S?o Paulo, Brazil.

DOI: 10.4236/jdaip.2014.23010                

Abstract

Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution for decision-making. It presents a revision of main concepts, the new possibilities of use and a reflection about its limitations.

Keywords

Big Data, Marketing Research, Marketing Information System

Conflicts of Interest

The authors declare no conflicts of interest.

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