Abstract:

In the last couple of years, big data has become much more than a buzzword. It is, actually, one of the hottest technology trends that is expected to reshape every aspect our life, from improving healthcare services and outcomes to boosting business performance and efficiency. Given the various opportunities that this data revolution offers, all domains are likely to be impacted. In this respect, our objective in this paper is to examine the potentials of using big data analytics in marketing, which is a key factor in the growth of any business. The findings of this study revealed that the use of big data analytics can have a positive impact on marketing. In fact, retrieving and processing massive amounts of customer data gives businesses valuable insights about consumers. This information can allow marketers to deliver the right message, product or service to the right person, at the right time, for the right price. All these potentials will certainly help businesses increase customer loyalty and retention, and create value that gives them a competitive advantage.