Chapter 4 Customer Vision with Big Data Analytics
Introduction
Adelman et al. (2002) introduced integration of big data analytics with digital marketing that provides business intelligence, which in turn helps the rise in revenue and reduces risk. According to the International Data Corporation (IDC) report “Worldwide IT Industry” (2019), “total revenues from big data and business analytics will rise from $122 billion in 2015 to $187 billion in 2019. And enterprises who invest in big data and obtain the power to quickly analyze the large-scale data and extract actionable information can get an additional $430 billion in terms ...
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