Big Data
In the past few years, business schools around the world began offering degrees in a new functional area of business known variously as big data, data science, data analytics, and business data. Because of advances in data collection on all aspects of our lives over the past 20 years, businesses are able to influence customer behavior at a level that would make the Ad Men of the twentieth century envious. Previous advertisers relied on broadcasting their messages in the hopes of capturing the ATTENTION of potential customers. Today, big data enables advertisers to micro-target those customers most likely to buy their products and services. Big data is a game changer in today’s business environment!
This chapter describes this ...
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