Chapter 9 Implications of Big Data in Execution of Social CRM Techniques: Cases from Developed and Emerging Economies
Introduction
Technology adoption and integration are creating huge volumes of data about consumers, their purchase patterns, tracking history, etc., that are leading to improved understanding of the consumers and their buying intentions. Big data of consumers thus helps in the development and dissemination of flow of information that converts into better decision-making (Ahani et al., 2017). This information needs to be systematically developed to form a coherent set of information helping the managers serving the consumers better. Thus, the use of big data has increased manifold in countries and in many ...
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