The role of big data in digital marketing

Abstract

Consumers perform their activities through digital channels more often as a result of technological advancements where those advancements also allow marketers to reach excessive information about consumers, store them, and use them whenever and however they consider necessary. These big data provide businesses to understand the unmet demands and expectations of consumers and achieve a sustainable business success. Despite the importance of big data analytics for marketing of businesses, research on this issue is scarce. In order to contribute the literature, the purpose of this chapter is to reveal the importance of big data in the digital marketing environment. In line with this purpose, a comprehensive literature review including the definition, components, sources of big data, and the role of big data in digital environments and the examples of businesses using big data is undertaken. © 2021, IGI Global.