JDAIP  Vol.2 No.3 , August 2014
Big Data Usage in the Marketing Information System

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, 2, 77-85. doi: 10.4236/jdaip.2014.23010.
[1]   Chow-White, P.A. and Green, S.E. (2013) Data Mining Difference in the Age of Big Data: Communication and the Social Shaping of Genome Technologies from 1998 to 2007. International Journal of Communication, 7, 556-583.

[2]   ORACLE: Big Data for Enterprise. http://www.oracle.com/br/technologies/big-data/index.html

[3]   Paul, J. (2012) Big Data Takes Centre Ice. Marketing, 30 November 2012.

[4]   Vitorino, J. (2013) Social Big Data. S?o Paulo, 1-5. www.elife.com.br

[5]   Nunan, D. and Domenico, M.Di. (2013) Market Research and the Ethics of Big Data Market Research and the Ethics of Big Data. International Journal of Market Research, 55, 2-13.

[6]   Cox, D. and Good, R. (1967) How to Build a Marketing Information System. Harvard Business Review, May-June, 145-154. ftp://donnees.admnt.usherbrooke.ca/Mar851/Lectures/IV

[7]   Berenson, C. (1969) Marketing Information Systems. Journal of Marketing, 33, 16. http://dx.doi.org/10.2307/1248668

[8]   Chiusoli, C.L. and Ikeda, A. (2010) Sistema de Informa??o de Marketing (SIM): Ferramenta de apoio com aplica??es à gest?o empresarial. Atlas, S?o Paulo.

[9]   Kotler, P. (1998) Administra??o de marketing. 5th Edition, Atlas, S?o Paulo.

[10]   Kotler, P. and Keller, K. (2012) Administra??o de marketing. 14th Edition, Pearson Education, S?o Paulo.

[11]   Zikopoulos, P. and Eaton, C. (2012) Understanding Big Data: Analytics for Enterprise Class Hadoop and Streaming Data. McGraw Hill, New York, 166. Retrieved from Malik, A.S., Boyko, O., Atkar, N. and Young, W.F. (2001) A Comparative Study of MR Imaging Profile of Titanium Pedicle Screws. Acta Radiologica, 42, 291-293. http://dx.doi.org/10.1080/028418501127346846

[12]   Biesdorf, S., Court, D. and Willmott, P. (2013) Big Data: What’s Your Plan? McKinsey Quarterly, 40-41.

[13]   MINTEL. www.mintel.com

[14]   E. Life. www.elife.com.br

[15]   Gebera, O.W.T. (2008) La netnografía: Un método de investigación en Internet. Quaderns Digitals: Revista de Nuevas Tecnologías y Sociedad, 11. http://dialnet.unirioja.es/servlet/articulo?codigo=3100552

[16]   Kozinets, R. (2002) The Field behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research, 39, 61-72. http://www.jstor.org/stable/10.2307/1558584 http://dx.doi.org/10.1509/jmkr.

[17]   Kozinets, R.W. (2006) Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research, 46, 279-288. http://dx.doi.org/10.2501/S0021849906060338

[18]   Many Eyes. http://www.manyeyes.com/software/analytics/manyeyes/

[19]   Soat, M. (2013) E-SCORES: The New Face of Predictive Analytics. Marketing Insights, September, 1-4.

[20]   Cravens, D.W. and Piercy, N.F. (2008) Marketing estratégico. 8th Edition, McGraw Hill, S?o Paulo.

[21]   Crescitelli, E. and Shimp, T. (2012) Comunica??o de Marketing: Integrando propaganda, promo??o e outrs formas de divulga??o. Cengage Learning, S?o Paulo.

[22]   Payne, A. and Frow, P. (2005) A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69, 167-176. http://dx.doi.org/10.1509/jmkg.2005.69.4.167

[23]   Gobble, M.M. (2013) Big Data: The Next Big Thing in Innovation. Research-Technology Management, 56, 64-67. http://dx.doi.org/10.5437/08956308X5601005

[24]   Cooper, R.G. (1990) Stage-Gate Systems: A New Tool for Managing New Products, (June).

[25]   Parente, J. (2000) Varejo no Brasil: Gest?o e Estratégia. Atlas, S?o Paulo.

[26]   Talbot, D. (2011) Decoding Social Media Patterns in Tweets A Social-Media Decoder. Technology Review, December 2011.

[27]   Google Shopper Marketing Agency Council (2013) Mobile In-Store Research: How Is Store Shoppers Are Using Mobile Devices, 37. http://www.marcresearch.com/pdf/Mobile_InStore_Research_Study.pdf

[28]   Bughin, J., Byers, A. and Chui, M. (2011) How Social Technologies Are Extending the Organization. McKinsey Quarterly, 1-10. http://bhivegroup.com.au/wp-content/uploads/socialtechnology.pdf

[29]   Bughin, J., Livingston, J. and Marwaha, S. (2011) Seizing the Potential of “Big Data.” McKinsey …, (October). http://whispersandshouts.typepad.com/files/using-big-data-to-drive-strategy-and-innovation.pdf

[30]   Manyika, J., Chui, M., Brown, B. and Bughin, J. (2011) Big Data: The Next Frontier for Innovation, Competition, and Productivity. 146. www.mckinsey.com/mgi

[31]   Schultz, D. (2012) Can Big Data Do It All?? Marketing News, November, 9.

[32]   ESOMAR. http://www.esomar.org/utilities/news-multimedia/video.php?idvideo=57

[33]   CONAR. Conselho Nacional de Auto-regulamenta??o Publicitária. http://www.conar.org.br/

[34]   Pindyck, R.S. and Rubinfeld, D.L. (1994) Microeconomia. Makron Books, S?o Paulo.

[35]   Kotler, P. and Levy, S.J. (1969) Broadening the Concept of Marketing. Journal of Marketing, 33, 10-15. http://www.ncbi.nlm.nih.gov/pubmed/12309673 http://dx.doi.org/10.2307/1248740