Advanced Customer Analytics: Strategic Value Through Integration of Relationship-Oriented Big Data

As more firms adopt big data analytics to better understand their customers and differentiate their offerings from competitors, it becomes increasingly difficult to generate strategic value from isolated and unfocused ad hoc initiatives. To attain sustainable competitive advantage from big data, fir...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of management information systems 2018-04, Vol.35 (2), p.540-574
Hauptverfasser:	Kitchens, Brent, Dobolyi, David, Li, Jingjing, Abbasi, Ahmed
Format:	Artikel
Sprache:	eng
Schlagworte:	big data customer acquisition customer analytics customer expansion customer retention data integration data management design science IT strategic value relationship marketing Special Issue: Strategic Value of Big Data and Business Analytics
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!