Big Data in Digital Marketing
Chapter from the book:
Tuna,
M.
F.
(ed.)
2024.
Digital Marketing Management.
Synopsis
This chapter explores the opportunities and ethical challenges presented by big data in digital marketing. With the exponential increase in data generated daily in the digital age, marketers have gained unprecedented opportunities to develop more personalized and targeted strategies. Big data offers comprehensive insights to understand customer behavior, perform customer segmentation and increase conversion rates. Brands like Amazon and Netflix leverage user behavior analysis to deliver personalized recommendations, thereby enhancing customer loyalty. However, concerns over the ethical use of such data are also increasingly significant. As consumers become more aware of data privacy, regulatory frameworks require marketers to operate transparently and reliably. In the future, the integration of technologies such as artificial intelligence and IoT will further shape the impact of big data analytics on marketing. This chapter discusses how big data serves as a transformative force in marketing, providing competitive advantages and underscoring the ethical responsibilities businesses must uphold.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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Copyright (c) 2024 Murat Fatih Tuna; Ömür Özkuk, Derya Fatma Biçer, Beyza Etiz, Cihat Kartal, İbrahim Bozacı, Mualla Akçadağ, Çiğdem Aliçavuşoğlu, Zeynep Erdoğan, Mustafa Kazak, Emrah Sıtkı Yılmaz, Emine Şenbabaoğlu Danacı, Eda Dişli Bayraktar, İrem Zeynep Apaydın, Alperen Timuçin Sönmez, Mehmet Etlioğlu, Hilal Saadet Aktepe, Rahmi Köseoğlu, Oya Eru