Big data marketing: Review and prospect

被引：0
|
作者：
Yang Y. [1 ,2 ]
Liu S. [3 ]
Li Y. [3 ]
Jia J. [1 ]
机构：
[1] School of Management and Economics, The Chinese University of Hong Kong, Shenzhen
[2] School of Management, University of Science and Technology of China, Hefei
[3] Department of Marketing and International Business, Faculty of Business, Lingnan University, Hong Kong
来源：
Xitong Gongcheng Lilun yu Shijian/System Engineering Theory and Practice | 2020年 / 40卷 / 08期
基金：
中国国家自然科学基金;
关键词：
Artificial intelligence; Big data marketing; Customer journey; Mobile; Social network;
D O I：
10.12011/1000-6788-2020-1187-09
中图分类号：
学科分类号：
摘要：
As the capability of tracking consumer footprint is enhanced, marketing science is experiencing a revolution of big data. In order to understand the changes in consumer behavior and marketing strategy under big data era, this paper collects relevant literature on big data marketing in the past decade, sorts out the related concepts, types and analytical methodsp, and extracts top 50 popular subjects of big data marketing such as search, mobile, word-of-mouth, digitization, APP and social media. Based on these findings, we review the research progress of big data marketing through four stages including Internet, social network, mobile Internet, big data and artificial intelligence. In the end, the future research direction of big data marketing is discussed from the three aspects regarding customer journey, quantitative evaluation of marketing activities, and development of marketing analytics technology. © 2020, Editorial Board of Journal of Systems Engineering Society of China. All right reserved.
引用
收藏
页码：2150 / 2158
页数：8
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