Demystifying Big Data Analytics for Business Intelligence Through the Lens of Marketing Mix

Big Data Research

Volumn 2, Issue 1, 2015, Pages 28-32

  Fan, Shaokun ^a   Lau, Raymond Y K ^b   Zhao, J Leon ^b  

^a WEST TEXAS A AND M UNIVERSITY   (United States)

^b CITY UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

Big data analytics; Business intelligence; Marketing intelligence; Marketing mix; Survey versus log data

Indexed keywords

BEHAVIORAL RESEARCH; COMMERCE; DECISION MAKING; INFORMATION ANALYSIS; MARKETING;

BIG DATA ANALYTIC; BUSINESS-INTELLIGENCE; DATA ANALYTICS; DECISIONS MAKINGS; DISRUPTIVE TECHNOLOGY; LOG DATA; MARKETING INTELLIGENCES; MARKETING MIX; SURVEY VERSUS LOG DATA; THROUGH THE LENS;

BIG DATA;

EID: 84925679859     PISSN: None     EISSN: 22145796     Source Type: Journal    
DOI: 10.1016/j.bdr.2015.02.006     Document Type: Review

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