Data generation, storage capacity, processing power and analytical capacity increase had created a technological phenomenon named big data that could create big impact in research and development. In the marketing field, the use of big data in research can represent a deep dive in consumer understanding. This essay discusses the big data uses in the marketing information system and its contribution for decision-making. It presents a revision of main concepts, the new possibilities of use and a reflection about its limitations.
Cite this paper
Salvador, A. and Ikeda, A. (2014) Big Data Usage in the Marketing Information System. Journal of Data Analysis and Information Processing
, 77-85. doi: 10.4236/jdaip.2014.23010
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