大数据与市场营销外文文献.pdfVIP

Original Article From consumer panels to big data: An overview on marketing data development Received (in revised form): 22nd April 2015 Stuart Van Auken is an Alico Chair/Eminent Scholar within the Lutgert College of Business at Florida Gulf Coast University. He has been named Marketing Educator of the Year by the Marketing Educators’ Association and is a former business school dean. He has published in the Journal of the Academy of Marketing Science , the Journal of Consumer Psychology , the Journal of Advertising Research , the Journal of Advertising, Decision Sciences , and the Logistics and Transportation Review, among others. He has taught at Texas Tech University, the University of Louisville, and California State University, Chico. Correspondence: Stuart Van Auken, Lutgert College of Business, Florida Gulf Coast University, 10501 FGCU Blvd. South, Fort Myers, Florida, USA E-mail: Svanauke@ ABSTRACT This work explores marketing data development beginning with consumer panels and extending into today’s Big Data. Its intent is to overview how Big Data builds on the former and how each possesses uniqueness. For example, a key strength of consumer panel data is its ability to link consumer characteristics with purchase behavior, while Big Data and its lack of structure has concerns with consumer characteristic revelation, yet can provide strong consumer insights. Overall, the study overviews the potential, issues and future of Big Data in the context of marketing. Journal of Marketing Analytics (2015) 3, 38–45. doi:10.1057/jma.2015.2; published online 1 June 2015 Keywords: consumer panels; Big Data; purchase behavior; text analysis; predictive analytics INTRODUCTION metamorphosis in analytics. See Table 1 for a This study addresses the relationship between presentation of the analytical shift that is panel and