Foundations and Trends in Analytics and Big Data in Marketing

Authors

  • Tanmayee Tushar Parbat  B.E IT, Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra, India
  • Rohan Benhal  BBA IT, Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra, India
  • Honey Jain  B.E IT, Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra, India
  • Sajeeda Shikalgar  Dr. Vishwanath Karad MIT World Peace University, Pune, Maharashtra, India

Keywords:

Big Data, Marketing, Geographic location

Abstract

Given the research interest on Big Data in Marketing, we present a research literature analysis based on a text mining semi-automated approach with the goal of identifying the main trends in this domain. In particular, the analysis focuses on relevant terms and topics related with five dimensions: Big Data, Marketing, Geographic location of authors’ affiliation (countries and continents), Products, and Sectors. A total of 1560 articles published from 2010 to 2015 were scrutinized. The findings revealed that research is bipartite between technological and research domains, with Big Data publications not clearly aligning cutting edge techniques toward Marketing benefits. Also, few inter-continental co-authored publications were found. Moreover, findings show that research in Big Data applications to Marketing is still in an embryonic stage, thus making it essential to develop more direct efforts toward business for Big Data to thrive in the Marketing arena.

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IInternational Journal of Scientific Research in Computer Science, Engineering and Information Technology

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Published

2021-10-30

Issue

Volume 8, Issue 5, September-October-2021

Section

Research Articles

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How to Cite

[1]
Tanmayee Tushar Parbat, Rohan Benhal, Honey Jain, Sajeeda Shikalgar, " Foundations and Trends in Analytics and Big Data in Marketing" International Journal of Scientific Research in Computer Science, Engineering and Information Technology(IJSRCSEIT), ISSN : 2456-3307, Volume 8, Issue 5, pp.100-107, September-October-2021.