Chapter 1: Big data and marketing analytics
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Chapter 1 covers definitions and methods related to big data systems. Placing big data monitoring systems in the context of loyalty programs developed by Tesco/dunnhumby and Caesar’s, the discussion characterizes what big data is, how systems collect and share it, and how it is used to enhance day-to-day decision-making. Concepts like key performance indicators and action-oriented algorithms are included. Coverage then moves to more in-depth marketing analytics related to big data. Here, the marketing approaches of Spotify and Bloomberg are used to illustrate and explain how analysts cut the data in different ways looking for insights as well as conducting predictive and clustering analysis.

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