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Big Data’s Marketing Applications and Customer Privacy

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The Intelligent Marketer’s Guide to Data Privacy

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Abstract

By the time you read this chapter, the odds are that some of the content and examples will be outdated. Although we wrote it using the most innovative insights of the time, trends in data and analytics are evolving at such a rapid pace that nearly every technology that was just recently groundbreaking quickly becomes obsolete. Did your firm embrace machine learning? Turns out you need deep learning. Investing in virtual reality? The space to be is actually augmented reality. Think you’ve harnessed your customers’ clickstream and browsing behavior?

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Authors and Affiliations

  1. Foster School of Business, University of Washington, Seattle, WA, USA

    Robert W. Palmatier

  2. Colorado State University, Fort Collins, CO, USA

    Kelly D. Martin

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Correspondence to Robert W. Palmatier .

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Palmatier, R.W., Martin, K.D. (2019). Big Data’s Marketing Applications and Customer Privacy. In: The Intelligent Marketer’s Guide to Data Privacy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-03724-6_4

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