Theodorakopoulos, Leonidas and Papadopoulos, Dimitris (2022) The Management of Big Data in Online Marketing: Challenges and Opportunities. A Theoretical Review. In: 10th International Conference on Contemporary Marketing Issues, 8-9-10 July 2022, Naxos, Greece.
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Abstract
The growing volume, complexity and diversity of data available on the internet that can be used in marketing is
a real challenge. In this work, the main goal is to determine the degree of opportunities, challenges and research
questions that arise with the emergence of Big Data. It also concludes that Big Data processing enables the
marketing sector to gain new opportunities, integrate new metrics related to potential customers and finally
redefine market opportunities based on open business models. In addition, the challenges and opportunities
created by big data in the field of online marketing are examined, as well as how companies can make the ideal
management of big data technology for the best results
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) |
| Depositing User: | Athanasios 3CP Giannoulis |
| Date Deposited: | 26 Jul 2022 12:14 |
| Last Modified: | 26 Jul 2022 12:14 |
| URI: | https://tudr.org/id/eprint/771 |
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