The digital transformation of business. Towards the datafication of the relationship with customers

Research presents an analysis of the most recent literature focused on digital transformation in business with special emphasis on the area of marketing. Within the framework of the changes that characterize the digital revolution in the Information Society, the use of Big Data is presented as the most important challenge and innovation of recent years. The use of massive data, only accessible to the largest companies, is seen as an effective tool for building customer loyalty by using data generated by the customers themselves to predict their behavior as consumers. However, this same use of data also raises ethical questions which should be explored. •The relationship between the company and the client is determined by digitalization.•The data produced by customers is used to predict consumer's behavior.•The biggest problem is the lack of regulations that can violate customer's privacy.•The use that could be made of massive data has not yet been openly discussed.•Only the biggest companies can use massive data efficiently.