Abstract
Big data is quickly being catapulted to the top of marketing’s agenda. Companies are collecting more data than ever before, whether it is customer data collected from retail outlets, consumer data from weather patterns to daily commuter traffic, or the literally millions of data points collected on a company’s e-commerce site or search traffic. And it is changing the game for business.
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Note
Young, “How Data and Micro-Targeting Won the 2012 Election for Obama,” MediaBizBloggers.com, November 20, 2012.
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© 2014 Antony Young
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Young, A. (2014). Big Data and Analytics. In: Brand Media Strategy. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137447715_14
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DOI: https://doi.org/10.1057/9781137447715_14
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-28932-5
Online ISBN: 978-1-137-44771-5
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