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Understanding Big Data and its application in the digital marketing landscape
Introduction
The sheer volume of data on consumer behaviour and processes available to organisations is unprecedented. Computers and smart devices such as smartphones, smart cars, smart locks, smart refrigerators, smartwatches, smart speakers and other similar devices enabled by the Internet-of-Things (IoT) are emitting unstructured and structured data that enable organisations to generate consumer behavioural insights. These data can help in marketing strategy formulation while unlocking new market opportunities that were previously underexplored or unexploited (Erevelles, Fukawa, and Swayne, ...
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