B9DM105 Data and Digital Marketing Analytics - CA1 - Lakshmi Narayanan - 10526790



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5 Artificial Intelligence Trends in Marketing 2020

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Benefits of Big Data in Marketing.

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Big data is one of the popular buzzwords in business today across most industries if not all. Even though the term was originated in the 1990s (Lohr, 2013) , it gained more traction in the early 2000s among the tech community with the advent of digital storage systems. As mobile broadband and social media networks took off in the early 2010s, Big data was getting recognised as a marketing tool and in 2012, it was a featured topic in the World Economic Forum, thus entering the mainstream. For a casual observer, Big Data might seem like just large volumes of data and rightfully so. But the most crucial aspect of Big Data is that it is fundamentally networked and the relationality between varied sets of data. (Boyd and Crawford, 2017) . While there are many characteristics attributed to Big Data, they are often defined using the 3V’s Volume – This denotes not only the breadth of the data but also the depth of data collected which essentially covers every interaction of user acr...
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