Researching and Analysing Business

Chapter 22Big data in marketing intelligence

Virginia Vannucci and Eleonora Pantano

DOI: 10.4324/9781003107774-25

Background

The digital revolution has affected all industries, including marketing and retail operations (Rust & Huang, 2014; Leeflang et al., 2014; Quinn et al., 2016). Indeed, the proliferation of different sales channels and the widespread use of in-store and online digital technologies transform retail exchanges (how consumers might access and buy products and services), retail offers (products/services), retail settings (where and how the transaction activities take place), and the actor involved in these activities (i.e., retailer, consumer, other parties and stakeholders) (Hagberg et al., 2016). To date, with digital technologies, ...