Big Data Analysis in Digital Marketing Research

In the last decades, the increasing availability of broadband internet and the accompanying digitalisation has had a lasting effect on many industries. For example, television and radio are more and more replaced by music and video streaming services. Nowadays, it is even common to purchase accounting systems, databases or the whole IT-infrastructure as a service. Those trends are challenges for both managers and marketing departments and thus current topics for digital marketing researchers....

June 12, 2017 · 4 min · Christian Hotz-Behofsits